Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum

ABSTRACT

By extending their knowledge of markets beyond the consumer-goods domain, by deepening their understanding of how organizations make buying decisions, by strengthening their grasp of cross-functional processes, and by providing them with decision-making skills in this important area of marketing, the business marketing course makes a special contribution to undergraduates and the undergraduate marketing curriculum. Moreover, the content and focus of the business marketing course are closely tied to important themes that are transforming business practice. This article isolates the distinct contribution of business marketing education and examines important trends that are reshaping this domain. The central knowledge areas that comprise the undergraduate business marketing course are detailed and linked to specific course design strategies that can be pursued to strengthen the skill set of marketing students and respond to the needs of important constituents.     

The Role of Pricing in Institutional Marketing

No abstract available for this article.     

我国企业网络营销的现状分析及其发展对策

与传统的营销方式相比,网络营销具有明显的优势,蕴藏着巨大的潜能,极具发展前景,必将成为21世纪企业营销的主流。而其发展之迅猛,使得客观分析我国网络营销的现状并提出发展对策已迫在眉睫。因此,在宏观和微观上制定相应对策,以促进我国企业网络营销的健康、有序、快速的发展。     

网络经济时代的企业营销

本主要在阐释网络经济涵义及其特征的基础上,着重探究了网络经济时代的企业营销创新,主要包括营销观念、营销制度、营销管理及营销策略创新。最后,分析了我国面临网络经济的挑战。     

The Role of Sponsorship for Marketing

Is it possible that the anti-heroin campaign is fuelling rather than containing the incidence of heroin trial?     

The Role of Marketing Research and Decision Systems in the Marketing Process

No abstract available for this article.     

营销组合理论在房地产营销体系建设中的作用

<正>一、营销组合理论简析美国营销学著名学者麦肯锡认为,企业的可控因素是指产品因素(Product)、价格因素(Price)、销售渠道因素(Place)和促销因素(Promoiton)等四大因素,这就是著名的4P营销组合策略理论。而企业的房地产市场营销策略     

The Role of Marketing in Financing Mass Transit

No abstract available for this article.     

The Role of Duty Free in Global Marketing

The Duty Free market has emerged as one of the few examples of a significant segment within the global market which is also independent of traditional boundaries. This article traces the development of the market. It then argues that the major Duty Free players need to reconsider how that segment fits within their marketing plans and organisational structures. The paper concludes with three possible action points for consideration.     

The Role of Logistics Leverage in Marketing Strategy

ABSTRACT

In today's environment-where changes in price, promotion, and product often are quickly imitated-the way to sustain competitive advantage may lie in changes to ancillary services, such as logistics. By leveraging excellent and superior logistics services, intricately linked with marketing strategy, firms can potentially create and maintain competitive advantage. The purpose of this paper is to begin the theoretical development process by understanding the implications of logistics leverage on marketing strategy. Two sources of antecedent justification, application of extant literature and observation of the phenomenon through case studies, are employed to develop the theoretical model. Conclusions, with implications for managers and suggestions for futue research, areal soprovided.     

Teaching Business Ethics: The Role of Ethics in Business and in Business Education

The paper begins with an examination of traditional attitudes towards business ethics. I suggest that these attitudes fail to recognize that a principal function of ethics is to facilitate cooperation. Further that despite the emphasis on competition in modern market economies, business like all other forms of social activity is possible only where people are prepared to respect rules in the absence of which cooperation is rendered difficult or impossible. Rules or what I call the ethics of doing, however, constitute just one dimension of ethics. A second has to do with what we see and how we see it; a third with who we or what I describe as the ethics of being. Of these three dimensions, the first and the third have been most carefully explored by philosophers and are most frequently the focus of attention when teaching business ethics is being discussed. I argue that this focus is unfortunate in as much as it is the second dimension which falls most naturally into the ambit of modern secular educational institutions. It is here that moral education is most obviously unavoidable, and most clearly justifiable in modern secular teaching environments. I conclude by describing the importance of this second dimension for the modern world of business.     

论商业企业绿色经营

在绿色革命悄然兴起的新世纪 ,商业企业只有实行绿色经营 ,才能为消费者提供最大的满足 ,赢得社会的普遍尊重 ,获得理想的经济效益 ,走上可持续发展的健康之路。绿色经营的基本内容是 :树立绿色经营观念 ,注重经营绿色产品 ,营造绿色经营环境 ,开展绿色经营宣传 ,推行绿色经营服务     

数字营销进化论

互联网和其他数字媒体提供了前所未有的可能性,使得企业可以精准地定位目标人群,然而企业的营销人员也发现,要想利用直接触达微利基市场、甚至可以一对一地触达消费者的这一特性,远比使用传统媒体有更多的事情需要学习。     

新媒体广告？我们等待市场!——上海悠游网科技苏芸莹访谈

新网络媒体特性：有如电视媒体的广告效果，在声光和形式上面求新求变，容易吸引用户的眼球，所以只要价格合理，对于这种能快速吸引用户眼球的广告形式，由于我们在做游戏初级推广上需要短期内大量曝光，这种媒体形式就非常符合。     

The Role of Marketing for Religious Organizations

No abstract available for this article.     

The Role of Marketing Channels in Supply Chain Management

This paper synthesizes five decades of supply chain-related research from premier managerially oriented marketing journals and provides a state-of-the-art integration and forecasting of where the field is heading. Such a review identifies where the field of supply chain management (SCM) has been, where it is, and where it is likely to go within the domain of marketing. Importantly, our paper involves a strategic discovery of the anchoring of SCM thought in marketing. A prominent feature of this paper is a set of takeaways, delineated from the cross-section of SCM literature bases (marketing channels, logistics, purchasing, and operations management) that will facilitate the development of the topic of SCM in marketing. These takeaways serve as agenda setters for future research and potential applications of SCM in marketing. Overall, we contribute to the marketing and SCM literatures by (1) reviewing the breadth of the most impactful literature on SCM that is directly connected to the field of marketing, (2) summarizing the state-of-the-art of the SCM in marketing literature, and (3) forecasting via a series of integrated takeaways what research is needed and where the SCM in marketing is likely to progress.     

如何使广告在建立品牌和市场营销中发挥最佳效果

中国企业已经在有意识的树立品牌和进行市场营销,但是如何使广告在建立品牌和市场营销中发挥最佳效果?中国企业在此问题上存在误区。为此,企业在制定广告策略时应该合理分配广告预算,坚持广告宣传的持久定力和采用多媒体的广告宣传方案,以此来达到最好的广告投入性价比。     

Trends in Executive Education in Business Marketing

ABSTRACT

Business marketers in the 21st century are grappling with the harsh, tough demands of a consolidated customer base, rapid product and service commoditization, complex channel structures, and hyper-competition in a rapidly evolving, information-intensive global economy. Across the globe, firms concerned with developing managerial talent to respond to these trends are demanding and expecting changes in the executive education programs offered by business schools. We consider in this paper a number of recent trends and changes in customer expectations, program format, content development and delivery, and program marketing that we have observed in executive education in the field of business marketing.     

数字电视时代的营销变革

技术的发展正在改变世界、改变生活、改变我们的所能改变的一切:手机从通讯工具变成了智能移动终端、互联网从单纯的浏览阅读变成了高度智能的互动,而我们的电视则正在从模拟时代走向数字化时代。与手机从模拟信号阶段进入数字