한국[마아케팅]에 있어서의 정부의 역할

Abstract

The purpose of this study is twofold: one is to review the historical role of government in marketing development in the United States, Germany and Japan, and the other is to identify by comparative analysis and project the most appropriate governmental activities for the modernization of marketing institutions and practices in Korea.

The roles of the governments of the United States, Germany and Japan will be reviewed in regard to control and improvement of the marketing process. This historical exploration is intended to give a clear picture of the patterns of the development of marketing in the advanced nations.

In the emerging countries, marketing is viewed largely as a mechanistic process in which such functions as transportation, storage and exchange are involved. Korea is no exception in this regard. The contention of the author, however, is that marketing in its broadest sense must be viewed as the most important aspect of national economy. This includes all the functions and services involved in the flow of goods from the manufacturer to the ultimate consumer. Furthermore, when this view is shared by a greater number of those in business management, the growth of the national economy will be expedited to a substantial extent.