国际市场营销中的差别区域的差别市场营销--市场营销的国际化与本土化

我国加入世贸组织(WTO)后,实行国际商贸活动的全面依序接轨,在“引进来”的同时,积极执行“走出去”的战略,大踏步进入国际市场,展开国际市场竞争,进行广泛的境内与境外国际市场营销。而进行国际市场营销,必须以“本土”市场需求为导向,把其建立在适应差别区域市场的差别需求的基础上,把一般性与差异性有机结合起来。     

Corporate environmental marketing: An environmental marketing action model

A model of environmental marketing action and success is proposed, which includes a range of variables and examines the relationship between them. Environmental success is partly determined by the level of Environmental Marketing Action which varies between level 0 and level 8 and which directly determines the extent of environmental marketing success. Perceptions of environmental consciousness, the subjective norm and net total risk determine the level of environmental marketing action. Beliefs with regard to stakeholders and events and the motivation to comply with these beliefs combine to form the subjective norm.     

marketing the environment

Russell Lewis shows how, contrary to widespread belief, free markets tend to improve the environment while socialism and Green regulation destroy it.     

不断延伸的地产营销

各地11月份的统计数据出炉后,楼市回暖似乎露出些许迹象:北京期房网上签约13027套,环比增加58%,现房签约1593套,与10月份1041套相比增加53%;上海商品住宅成交70.85万平方米,环比上升了41.98%;深圳商品住宅交易环比增加2550套,达到今年以来商品住宅成交量的最大值。业内人士分析,除了"新政"和利率下调等政策性利好影响外,降价促销、万人团购等营销     

企业危机营销

当今世界,企业在面临数字革命和信息技术等科技进步所带来的种种便利和商机之外,也必须得面对更多的挑战,危机也就更频繁地出现在企业面前.忽视这些危机或不能有效应对这些危机,都将给企业带来重大损失,甚至危及到企业的生存.     

打破五个营销神话(下)

神话之四：凭直觉和经验就可以了吗? 多人想当然地认为顾客关系管理不过是定期向客户发出一封问候信，介绍一下关于公司最新产品的情况，并请客户说出他们的一点看法；或者不定期地邀请顾客俱乐部成员参加一次晚会以增强与     

搜索引擎营销策略

搜索引擎营销是网络搜索引擎技术和营销理论相结合的产物,作为一种全新的企业营销推广方式,它具有自己独特的优点,文章对搜索营销的手段和方法做了比较详细的介绍。     

Models of database marketing

Database systems are intimately associated with fundraising effectiveness, but often leave much to be desired in the way they are implemented. This paper looks at the strengths, weaknesses and origins of three main database types: island, integrated and transitional. Observations support the view that database systems are created reactively in the face of strategies for fundraising. Where marketing strategy dictates a holistic approach to donor management, then systems will ten to the integrated or ‘contacts’ model. However, where there is no co-ordinated view on donoi development and maximised lifetime value, then fragmented island-type databases will be found.     

星河湾跨界营销

梁上燕再次回归星河湾.出任星河湾地产副总裁,并不是偶然,如今她面临的考验绝不亚干2005年星河湾进军北京--星河湾集团上市因证券市场大环境变化而搁浅,而与此同时,星河湾正酝酿集团战略转型.……     

Why politics needs marketing

This paper examines the survey evidence for the low standing of politics, politicians and political institutions in the mind of the British public, and discusses its consequences. Present public opinion about political parties in Britain, and about politicians in general, is predominantly negative. Politicians are distrusted, to a considerably greater extent than can be explained solely by their bad press. Nor is the public very familiar with politicians or political institutions. Yet it can be shown that in general (and not only in the political field) ‘familiarity breeds favourability, not contempt’. This may be feeding through into hostility towards the entire sector—not only the strictly ‘political’, but other institutions such as public services which the public associates with politics or government. Copyright © 2003 Henry Stewart Publications     

胡智琴的独门秘笈 解读网易营销密码

从纳斯达克的停牌到今日“高手云集”,成为最重要网络营销平台之一,胡智琴加盟的这段时间,也是网易经营的拐点。     

浅析植入式营销

以传统插入式电视广告为代表的“干扰式营销”的效果在衰退,而以植入式营销为代表的“许可式营销”将是营销发展的新方向之一。文章就植入式营销的含义、种类、模式及实施时应注意的问题进行了探讨,希望对企业实施植入式营销有所启示。     

打破五个营销神话(上)

没有人不知道南辕北辙的故事,宝马良驹和高超的驾术也不能让骑士直奔目的地,因为他选错了方向。的确,就像管理     

HelpAd: A marketing system

HelpAd is a simple idea, Brand A allows Brand B to advertise on its packaging thereby creating an effective and targeted medium to reach Brand A's consumers. The new dimension is that the advertisement is placed inside a space given by Brand A for the use of the International Red Cross. Immediately several benefits accrue to all parties; Brand A makes a statement of its ‘corporate caredness’ at point of sale, Brand B gets to reach a specifically targeted audience with little or no waste, and the International Red Cross receive payment based on the sale of valuable commercial media. The core product ‘the world's most ethical advertising’ is simply embellished by line extension through Help Ad's involvement in sport and entertainment sponsorship. The following paper sets out not only the reasoning behind this cause-related marketing but the synergies needed to make it successful.     

浅析差异化营销策略

在当前激烈的竞争条件下,企业要想在市场中取胜就必须保持一定的差异化。文中从差异化营销的相关理论入手,对差异化营销的影响因素以及风险进行分析,提出差异化营销的策略建议,并提出其具体的中小企业差异化营销对策。     

试论营销外包

营销外包是实现公司营销目标的一种新管理方式,美国、日本很多企业已实行营销外包,我国虽然才刚刚兴起,但营销外包已是大势所趋。文章介绍了营销外包的类型和作用,并指出营销外包应注意的问题。