Elevating marketing: marketing is dead! Long live marketing!

Marketing must be elevated to a higher level of consciousness. A consciousness that grows beyond solving small, immediate problems to addressing long-term, large problems that goes beyond individual customer satisfaction and short-term financial performance to encompass the total value creation system. The discipline, in theory and practice, must move beyond a narrow focus on customers to a broader concern for them as citizen-consumers. This necessitates a recommitment of marketing to its fundamental purpose in society, which is improving the standard of living for all citizens by co-creating value at all levels within a socio-economic system. An elevated (systems) concept of marketing must focus on micro, meso and macro systems with an understanding of the purpose and shared vision for each system, a clear identification of responsibilities, and a focus on resource effectiveness and efficiency.     

浅析“注意力时代”的营销宝典——事件营销

事件营销是近年来国内外十分流行的一种公关传播与市场推广手段，是一种快速提升品牌知名度与美誉度的营销手段。与广告和其他传播活动相比，事件营销能够以最快的速度、在最短的时间创造强大的影响力。越来越多的企业选择事件营销作为其营销的杀手锏，要想利用好这种方式，必须对事件营销模式和对策进行正确的选择，以取得事半功倍的效果。     

市场营销

什么是市场营销?简单讲就是通过调查市场、创造需求、引导生产、销售商品、协调关系的过程使企业的产品满足顾客的需求.……     

Societal marketing: A strategic view of the marketing mix in the 1970's

The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review of the marketing literature pertinent to the subject.     

Relationship marketing and the consumer

Conclusion Collectively, the responses of the individuals interviewed reveal that there is a multitude of reasons for participating in a marketing relationship. Although many of the reasons are cognitive in nature, many others are affective. This affective “dimension” of relationship marketing remains unexplored but would seem to offer great promise for explaining the long-term nature of a firm-consumer relationship. Moreover, a liberal interpretation of the collective responses of the interviewed individuals suggests an alternative fundamental axiom of relationship marketing consistent with the definition of Angeles (1992): Consumers enter into a marketing relationship because they expect to receive positive value from their participation. Acceptance of this axiom would seem to suggest a conceptualization and research agenda much broader and potentially more productive than that associated with the axiom currently being offered. Sheth and Parvatiyar have raised a question that, despite its obviousness in retrospect, has yet to be addressed satisfactorily. Hopefully their article will prove to be the genesis of an answer. Although no one is likely to agree with all of their propositions, or even their speculation that relationship marketing will ultimately improve marketing productivity, Sheth and Parvatiyar have done the discipline a service by focusing attention on a neglected topic. Indeed, what they have effectively done is to challenge the discipline to debate what they believe to be the fundamental axiom of relationship marketing in consumer markets. Regardless of the outcome of this debate, marketing knowledge will have advanced. A former editor of theJournal of the Academy of Marketing Science and theJournal of Marketing Research, he is currently working on a new formula for determining sample size in surveys.     

Reflections on the future of marketing

Restraints upon business institutions can be expected to grow more stringent in the latter part of the twentieth century and thereafter. Shortages of raw materials, pollution, and changes in salient societal attitudes are likely to force public policymakers to demand increased corporate attention to consumer welfare. The author examines what the role of the marketing function may be in this kind of milieu. Although significant changes in marketing practices, and shifts of emphases among the various marketing activities are anticipated, the author concludes that marketing will remain an essential force in an economy where the service sector will dominate.     

The impact of direct marketing appeals on charitable marketing effectiveness

Building on behavioral decision research, this article provides guidelines to charitable marketing managers regarding the effect of charitable direct marketing appeals on donor decision judgments. Several charitable direct mail appeals (factors) were empirically tested simultaneously in a factorial experimental design involving 18,144 potential donors to determine how donor decision strategies influenced choice judgments about whether to give and estimation judgments about how much to give. The results indicate that suggested anchors and framing influence response rate (choice) but not size of gift. Reference information (factual/statistical and narrative/experiential) influences size of gift (estimation) but not response rate. Implications for charitable marketing managers are discussed. He received his D.B.A. from Boston University, M.B.A. from Harvard University, and B.A. from Brandeis University. His research interests include managerial pricing, marketing communication strategies, and customer value. His work has been published in theCalifornia Management Review, Sloan Management Review, Pricing Strategy and Practice, Journal of Retailing, Journal of Marketing Communication, Journal of Business and Industrial Marketing, andJournal of Promotion Management, among others. He earned his S.B., S.M., and Ph.D. degrees from the Massachusetts Institute of Technology Sloan School of Management. He is coauthor ofDirect Marketing Management (Prentice Hall) andCases in Business Statistics (Allyn & Bacon). He has published a variety of articles in journals such asManagement Science, Journal of Marketing Research, Journal of Direct Marketing, Harvard Business Review, Sloan Management Review, Journal of Business Forecasting, American Statistician, andJournal of Finance.     

Directions for marketing knowledge development: Opinions of marketing research managers

If future academic research is to make a meaningful contribution to marketing practice, we must know more about the strengths and gaps in our existing marketing knowledge base. This article reports the findings of a survey of marketing research managers employed by firms serving both consumer and industrial markets. Data were collected on researchers' perceptions of (1) importance of decision making areas, (2) need for additional knowledge accumulation, and (3) type of additional knowledge development. Survey results suggest that some decision areas are perceived to be in far greater need of further study than others, and that academic research output does not always correspond to the information requirements of marketing practitioners. General Electric Company     

The anatomy of the macro marketing system

The anatomy of the macro marketing system is developed through the use of a systems methodology. This conceptual model provides academics with a frame of reference for fleshing out the marketing system as it develops over time. Beyond depicting its parts and their interrelationships, the treatise emphasizes a fundamental premise orienting change within the marketing system. Contemporary economic conditions necessitate that the marketing system operate as an aggregate mechanism for the maintenance of minimum costs. This furnishes practitioners with a basis for anticipating the transformation that will take place if the marketing system is to offer its denizens higher quality life styles in the future.     

The physician and the marketing concept

Most physicians use some marketing techniques (albeit, unintentional or unplanned) in the operation of their private medical practices. They use marketing to attract patients, but seem unaware of the necessity and potential value of satisfying customer needs beyond the provision of adequate medical care. Medical service is often characterized by impersonality, with patients treated as machines rather than humans. This situation is partially a reflection of a seller's market, with a shortage or absence of private medical services in many areas of the country. In addition, the apparent lack of consumer orientation is reinforced by policies of the American Medical Association that forbid most forms of self-promotion and by the minimum fee schedules suggested by local medical associations that effectively preclude price competition. Physicians do not seem to recognize the congruity between their own interests or objectives and the total satisfaction of consumers in the marketplace for medical care.     

U-commerce: Expanding the universe of marketing

This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, orüber-commerce, is predicated on the characteristics of network ubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for next-generation marketing in the u-space are explored, with a research agenda identified for scholars and managerial implications recognized for practitioners. Richard T. Watson is the J. Rex Distinguished Chair for Internet Strategy and the director of the Center for Information Systems Leadership in the Terry College of Business, University of Georgia. He has published in leading journals in several fields as well as authored books on data management and electronic commerce and given invited seminars in nearly 20 countries. He is vice president of communications of AIS and recently finished a term as a senior editor ofMIS Quarterly. He is a visiting professor at Agder University College, Norway, and a consulting editor to John Wiley & Sons. Leyland F. Pitt is a professor of marketing in the School of Marketing, Curtin University of Technology, Perth, Australia. He is also adjunct professor of marketing at Kingston Business School, United Kingdom; the University of Lulea, Sweden; and the Ecole Nationale Ponts et Chaussees in Paris. He has also taught marketing and electronic commerce on M. B. A. and executive programs at schools such as Warwick Business School, London Business School, the Graduate School of Business at Columbia University, and the Graham School of Continuing Studies at the University of Chicago. Dr. Pitt is the author of more than 100 papers in scholarly journals, and his work has appeared in publications such asCalifornia Management Review, Sloan Management Review, Journal of the Academy of Marketing Science, Information Systems Research, Journal of Advertising Research, Communications of the ACM, andMIS Quarterly (for which he also served as associate editor). Pierre Berthon is an associate professor of marketing at Bentley College. He has held academic positions at Columbia University, Henley Management College, Cardiff University, and University of Bath. His teaching and research focus on electronic commerce, market information processing, organization and strategy, and management decision making. George M. Zinkhan is the Coca-Cola Company Chair of Marketing at the University of Georgia. After receiving his doctorate at the University of Michigan, he served on the faculty at both the University of Houston and the University of Pittsburgh. His main research focus is on the areas of communication, advertising, and electronic commerce. His recent coauthored books includeElectronic Commerce: A Strategic Perspective (2000) andConsumers (2002).     

Trademark dilution and the practice of marketing

This article considers the marketing implications of the Federal Trademark Dilution Act (FTDA) of 1995. The FTDA, an amendment to the Lanham Act, will influence the manner in which marketing is practiced well into the twenty-first century. Although the FTDA is specifically concerned with protecting famous trademarks from being diluted—either by having their distinctiveness diminished or positive associations tarnished—by similar trademarks, its influence will not be limited to trademark or branding issues. Implications range from the allocation of advertising resources to the increased use of marketing research. Robert A. Peterson holds the John T. Stuart III Centennial Chair in Business Administration and the Charles E. Hurwitz Fellowship, both at The University of Texas at Austin. His Ph.D. is from the University of Minnesota. Dr. Peterson’s publications have appeared in such journals as theJournal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, andMarketing Science. His research interests range from Internet marketing to research methodology to marketing strategy. He presently serves on the boards of several for-profit and not-for-profit organizations as well as an advisory committee to the Bureau of the Census. Karen H. Smith is an assistant professor at Southwest Texas State University. Her Ph.D. is from The University of Texas at Austin. Dr. Smith’s research interests include consumer information processing, consumer knowledge structures (schemata), dilution of brand equity, and adolescent smoking. Her research has been published in theJournal of Consumer Research, Journal of Marketing Education, andAdvances in Consumer Research. Philip C. Zerrillo is executive MBA director at The University of Texas at Austin. His Ph.D. is from Northwestern University. Dr. Zerrillo’s research interests have focused on broad-based business innovation, strategic development of distribution channel arrangements, the value of brands in the distribution channel, managing brands as assets, and the legal aspects of branding and channel decisions. His most recent research on antitrust regulation appeared in theJournal of Corporation Law, a University of Iowa law review.     

网络营销的应用对策分析

互联网及其电子商务正在运用到社会、经济生活的各个领域.互联网和电子商务提供了一种新的经营环境.要正视网络营销,发掘并利用内在优势,发挥其作用.要开展网络营销环境调研,加强网络渠道管理与数据库营销;对网络市场进行细分;网络营销与电子商务的策略及应用.     

On the role of the RBV in marketing

This short note contains some reflections on the relationship between the resource-based view of the firm (RBV) and marketing. I focus on the main proposition of the RBV—that a firm should focus on what it can do better than others—and argue that it has implications for almost all marketing activities and that much thinking in the field already is consistent with it.     

The impact of the academy of marketing science on marketing scholarship: An analysis of the research published inJAMS

This article presents an analysis of the research published in theJournal of the Academy of Marketing Science (JAMS). A brief history of the journal is chronicled, and its output in recent years is considered. Special attention is paid to the content of the articles published and the research methods used. An analysis of frequent contributors is also conducted. Much of the analysis focuses on the past 10 years. The conclusion is thatJAMS has made a significant impact on marketing scholarship and has emerged as a top marketing journal of which all the fellows of the academy can justifiably be proud. In an article by Wheatley and Wilson (1987), he was ranked number one in the country based on articles published in theJournal of Marketing Research during 1980–1985. He holds the all-time record for the maximum number of publications in theJournal of Health Care Marketing. He is ranked number one based on publications inJAMS since its inception through Volume 23 (1995). He is also number one based on publications inJAMS during the 10-year period of 1986–1995. He has published 67 articles in major refereed journals. The second edition of his book titledMarketing Research: An Applied Orientation was published recently (Prentice Hall, 1996). The book has received widespread adoption at both the graduate and undergraduate levels, with more than 100 schools using it. He is the winner of numerous awards and honors for research, teaching, and service to the profession. An erratum to this article is available at .     

绩效技术在营销师培训中的应用研究

绩效技术强调解决问题要体现成本-效益的理念。而培训则要求学员在最短的时间内得到最大限度的提高．也讲究效率。两者的思想在效益上的追求是一致的。将绩效技术运用于营销师培训管理、指导培训实践、从而提高培训的实效,并期望绩效技术在其他培训活动中得以推广和应用。     

Exploring the implications of the internet for consumer marketing

Past commentaries on the potential impact of the Internet on consumer marketing have typically failed to acknowledge that consumer markets are heterogeneous and complex and that the Internet is but one possible distribution, transaction, and communication channel in a world dominated by conventional retailing channels. This failure has led to excessively broad predictions regarding the effect of the Internet on the structure and performance of product and service markets. The objective of this article is to provide a framework for understanding possible impacts of the Internet on marketing to consumers. This is done by analyzing channel intermediary functions that can be performed on the Internet, suggesting classification schemes that clarify the potential impact of the Internet across different products and services, positioning the Internet against conventional retailing channels, and identifying similarities and differences that exist between them. The article concludes with a series of questions designed to stimulate the development of theory and strategy in the context of Internet-based marketing. Robert A. Peterson holds the John T. Stuart III Centennial Chair in Business Administration and is the Charles E. Hurwitz fellow at the University of Texas at Austin. A former editor of theJournal of the Academy of Marketing Science andJournal of Marketing Research, he currently chairs the board of governors of the Academy of Marketing Science. His research interests include the competitive and cooperative interface between electronic and traditional retail channels, customer equity modeling, and the application of options theory in marketing. His research interests are psychological models of economic behavior, consumer choice and choice protocols, and advertising. His work has been published in theJournal of Marketing Research, Marketing Science, Journal of Retailing and Consumer Service, andR&D Management.     

Frontiers of the marketing paradigm in the third millennium

The domain and theories of marketing have been expanding since the origins of the discipline. Since the 1970s marketing science has been organized around the exchange paradigm. Marketing concepts apply to all forms of exchange, whether it is goods, services, personages, places or ideas, and whether it is between individuals, for-profit and nonprofit firms, governments and NGOs. Marketing theories evolved from a firm oriented view to encompass the exchanging dyad. More recently the paradigm expanded to a network level of explanation, and relational theories have come to the fore. But even as the field struggles to grasp its new fields of explanation, there is a Kuhnian shift happening at its boundaries. The shift significantly bends the marketing worldview as well as the theoretical tools and methodologies we use to study it. In this paper we develop a three-tiered explanation of the emerging field of marketing—its subphenomena (consumer experiences and sensory systems), its phenomena (marketing networks), and its superphenomena (sustainability and development).     

21世纪企业的营销策略

本文通过对21世纪所面临的营销环境的变化及企业所面对的机遇与挑战的分析，论述了在21世纪的营销环境下，企业应该采取的市场营销策略。