Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

顾客关系营销组合研究

通过对企业如何进行关系营销组合设计的深入分析，提出了以顾客为导向的关系营销组合设计的思路和方法。进一步揭示了以顾客导向为基础、以竞争导向为补充，不断进行关系营销组合创新是企业获得可持续竞争优势的必要条件。     

基于顾客满意度的绿色采购决策研究

从提高顾客满意度(CS)的视角,研究了生态供应链(ESC)环境下绿色采购决策优化问题。利用两状态、时间离散的Markov链描述了CS的动态转移过程,以赋值形式引入利润变量,建立了ESC绿色采购决策的随机优化模型,体现了顾客导向的思想;并且给出了应用算法释例。     

中国资本市场的中长期动量效应和反转效应——基于Fama和French三因素模型的进一步研究

基于国内外学者对于中国股票市场的动量效应和反转效应的研究,利用1994~2004年中国股票市场的经验数据,借助于Fama和French的三因素模型,对中国股市的动量和反转效应进行解释。研究结果表明,Fama和French三因素模型的解释力度不大。     

顾客资产导向下的营销质量思考

顾客资产正日益成为衡量企业竞争力和长期绩效的重要标志。要真正实现顾客价值的最大化，企业必须在扩大市场占有率、识别顾客需求、识别顾客满意的质量因素、产品的创新和细分顾客过程等方面用质量的理念给予认真思考。     

顾客忠诚维度的企业赢利策略研究

在一个很长的历史时期，市场份额被管理者看成是衡量一个企业能否获取高额利润的重要指标．直到20世纪80年代这一观念才开始改变。大量研究表明，市场份额和企业利润的相关度在大大降低，而顾客忠诚度则成为与企业高利润更为密切相关的因素。因此，企业要实现其利润最大化，必须重视培养顾客对企业的忠诚度。     

我国超市发展的现状及对策

文章以即将加入WTO ,世界一些知名的经销商将更多地进入中国市场为背景 ,分析了现阶段我国超市经营中存在的问题 ,提出了相应的对策。     

Monitoring recessions: A Bayesian sequential quickest detection method

Monitoring business cycles faces two potentially conflicting objectives: accuracy and timeliness. To strike a balance between these dual objectives, we propose a Bayesian sequential quickest detection method to identify turning points in real time with a sequential stopping time as a solution. Using four monthly indexes of real economic activity in the United States, we evaluated the method’s real-time ability to date the past five recessions. The proposed method identified similar turning-point dates as the National Bureau of Economic Research (NBER), with no false alarms, but on average, it dated peaks four months faster and troughs 10 months faster relative to the NBER announcement. The timeliness of our method is also notable compared to the dynamic factor Markov-switching model: the average lead time was about five months when dating peaks and two months when dating troughs.     

Do we really care about Biodiversity?

This paper addresses from an economic perspective the issue of global biodiversity conservation. It challenges the perception that the world really cares a great deal about biodiversity and is prepared to pay the full cost of maintaining this stock of natural capital. Despite the existence of a plethora of international agreements there still seems to be a global ‘deficit of care’ surrounding efforts to combat challenges such as those posed by global warming and biodiversity conservation. More light can be thrown on the degree of care by measuring both the actual expenditures and the stated willingness to pay for biodiversity conservation. However, actual expenditures are much lower than willingness to pay estimates recorded in the published literature. Using the criteria that the ‘right’ amount of conservation effort is one where the marginal economic benefits from conservation just equal the marginal costs of conservation, the paper explores the biodiversity conservation conundrum and concluded that, on the available evidence, the world does not care too much about this natural capital stock and bequests to future generations. An erratum to this article can be found at     

客户知识的关键维度及其管理过程

客户知识成为企业维持持续竞争优势的关键资源。理解客户知识的内涵和关键维度是企业进行客户知识管理的前提和基础，论文结合不同行业企业的实践经验，提出客户知识应包括四个关键维度：用于客户的知识、来自客户的知识、关于客户的知识和共同创造的知识，并针对每个雏度分析了企业当前运用的管理方法，基于此．界定了客户知识管理的概念，构建了客户知识管理的过程模型，为企业有效进行客户知识管理提供参考。