关于中药学专业《市场营销学》课程教学改革的思考

<市场营销学>在中药学专业的开设非常普遍,本文从中药学专业的教学目标入手,结合中药学专业毕业生的就业新趋向,对中药学专业<市场营销学>课程教学改革进行探讨,提出了改革该门课程的新思路.     

国外有关顾客参与的研究综述与发展方向

顾客参与已成为近年来国际营销学研究热点之一,西方学者针对顾客参与的研究取得了丰硕成果。通过对顾客参与的概念界定,顾客参与的过程和构成维度,企业管理学和服务营销学角度中有关顾客参与的角色,顾客参与的各种投入和强度等方面的国外顾客参与相关研究成果进行全面梳理,可以发现现有研究对顾客参与概念、顾客参与维度和测量均未形成一致观点,顾客参与的角色不清晰,缺乏系统、动态视角的观点。未来研究中应准确定位顾客参与的概念和维度,探索服务员工对顾客参与的影响、参与结构的效用,重点推进服务供应系统的顾客参与,关注服务供应环境。     

市场营销学实践教学模式改革与探索

市场营销学是一门实践性非常强的应用科学,加强市场营销学的实践性教学,增强学生解决实际问题的能力,对提高学生素质和质量具有十分重要的意义。本文通过对市场营销学实践教学中存在的问题及改革模式的探讨,旨在提高市场营销学实践教学效果,促进学生专业实践能力和综合素质的提高。     

论市场营销组合与关系营销

<正> 一、市场营销组合的发展及缺陷 美国市场营销协会对市场营销学的最新定义是,市场营销学就是通过对观念以及产品和服务的设计、定价、促销和分销进行计划和实施,以促成交易和满足个人与组织目标的过程。这一概念明确地指出了市场营销组合在市场营销中的核心地位。     

营销学理论流派回眸与展望

营销源于经济学,成熟于第二次世界大战后。在100多年的发展历史中,先后形成了商品学派、职能学派等12大理论流派。每个理论流派都是从某个角度切入,试图对营销基本问题进行回答,但都无法反映营销学的全貌。营销从企业的中心职能降格为普通职能、从"商品"转化为"服务"的理论演进逻辑、营销历史学派的兴起是营销理论流派当代发展前沿动态。未来的营销学理论流派应清晰:营销学是研究"什么领域"的交易行为、"营销会计学"有可能成为新的营销理论流派、营销学流派发展目标应是发展为具普遍适应意义的"一般化"理论。     

论《航运市场营销学》课程

为适应21世纪货运专业人才素质培养要求,对作为专业限选课的航运市场营销学课程进行了教学内容、方法和教学技术的整合和优化,对航运市场营销学课程体系,内容重新分配;教学模式、教学方法、教学技术手段的改革几个方面进行了实践。实践的初步效果证明,我们的整合与优化可以保证课程教学的整体性和连续性,有利于培养学生的实际上手能力,缩短与货代行业实际的差距;有利于充分调动学生的学习积极性。     

美国市场营销学的新特点及发展动向

市场营销学起源于美国。长期以来,美国市场营销学对整个世界市场营销科学的理论和实践影响重大。我国市场营销学的研究和应用起步较晚,目前整体上还停留在对西方尤其是美国市场营销学的介绍和学习上,因此,了解美国市场营销学的最新特点和发展动向对于当前我国市场营销学理论体系的建设以及市场营销实践都有十分重要的意义。最新的美国市场营销学的理论框架与我们已经了解的,或者说与我们自己所编写的市场     

中国人力资源管理研究典型文献分析--基于1990-2005年某专业学院硕士学位论文的视角

中国人力资源管理专业研究生的研究领域、内容和方法至今鲜为人知;对纵向视角的人力资源管理专业研究生学位论文的取样和研究在国内仍是一个空白。本研究有望就人力资源管理专业对这两点局限进行解释。本研究选择一个代表性中国本土院校人力资源管理专业的硕士学位论文,采取内容分析的文献研究方法,从语义学视角,以1990-2005这16年的纵向周期通过Word2007、Excel 2007、Nvivo8等软件编码,考量人力资源管理研究的变化。研究发现：中国人力资源管理研究呈国际化、科学化、规范化、细致化的趋势。     

社会网络分析在市场营销学中的应用

作为一种日益成熟的研究范式,社会网络分析已经引起了多个学科的关注和应用,也为市场营销学提供了崭新的思想、方法和借鉴工具.文章首先阐述了社会网络分析的基本思路,在此基础上比较了社会网络分析的两种具体研究方法--自我中心网分析和整体网分析.讨论了社会网络分析在市场营销学的应用,重点指出了社会网络分析在发掘意见领袖和重估顾客价值方面的独特作用.对社会网络分析在市场营销学中的应用进行了简要评述,并指出了其局限性.     

西方营销百年理论发展重心的转移及启示

在营销学近百年的发展历程中,每十年都会出现一些新的概念,刺激了研究,指导了实践,引起了争论,而这些理论重心构成了营销学发展的历史轨迹,也预示着营销学未来的发展方向.文章采用历史研究法和内容分析法,阐述了营销学发端的20世纪20年代～30年代的经济学范式、50年代的营销学进入到管理时代、80年代转向关系范式、90年代进入全面创新的理论内涵,分析了新世纪营销学的“技术导向”和“人本化”趋势.     

A dyadic study of interpersonal information search

Although interpersonal word-of-mouth communication, by definition, takes place between two people, rarely has the phenomenon of word of mouth been studied using both members of the dyad. Building on the literature, this article offers a model of active interpersonal information search that is tested by using a method in which information seeker and source perceptions were obtained. Source characteristics were important determinants of interpersonal influence, but seeker characteristics also played an important role. Interestingly, it proved useful to distinguish between demographic and attitudinal homophily of seeker and source as the former was inversely and the latter directly related to interpersonal influence. Mary C. Gilly is an associate professor in the Graduate School of Management and associate dean of Graduate Studies at the University of California, Irvine. Her Ph.D. is in marketing from the University of Houston. Her research interests include the unintended effects of marketing actions, such as the effects of advertising on employees. She also has interests in services marketing, such as customer service, including consumer complaint handling, and cross-cultural service encounters. Her work has been published in theJournal of Marketing, theJournal of Consumer Research, theJournal of Business Research, and other academic journals. John L. Graham is a professor in the Graduate School of Management at the University of California, Irvine. His Ph.D. is in marketing from the University of California, Berkeley. His primary research interests regard international marketing, international business negotiations, and structural equations modeling. His work has been published in theJournal of Marketing, theJournal of Consumer Research, Marketing Science, theJournal of International Business Studies, Management Science, and other academic journals. Mary Finley Wolfinbarger is an associate professor at California State University, Long Beach and is doing research on the topics of internal marketing and gift giving. She teaches Marketing Principles and Marketing Research. She received her Ph.D. in marketing from the University of California, Irvine. Her work has appeared in theJournal of Marketing and other academic journals. Laura J. Yale came to Fort Lewis College in 1991. She holds degrees in Hotel, Restaurant, and Travel Administration from the University of Massachusetts, Amherst, and received her Ph.D. from the University of California, Irvine. She teaches a variety of courses in Marketing and Travel and Tourism Administration, including Marketing Research, International Marketing and Services. Her industry experience and most of her research interest are in the services sector, particularly the tourism industry. She is on sabbatical leave this academic year, writing an introductory textbook on the tourism industry. She will return to teaching in September 1998.     

The intellectual ecology of mainstream marketing research: an inquiry into the place of marketing in the family of business disciplines

Many inside mainstream academic marketing judge the discipline’s influence within the family of business disciplines (as well as in practice) to be in decline. Despite great research productivity, methodologies as sophisticated as any in the social sciences, and a large and rich literature, opinion and evidence suggest that academic marketing is the least influential of the mainstream academic business disciplines. Nevertheless, marketing’s decline is not inexorable. The purpose of this paper is to evaluate this perplexing situation by: (1) assembling and evaluating a number of expert opinions from within marketing; (2) exploring relations and patterns of influence among the leading academic journals in accounting, finance, management, and marketing and evaluating the position and influence of each field; (3) attempting to understand marketing’s problems; and (4) exploring avenues to move marketing back to its once prominent position among the business disciplines.     

国内服务贸易竞争力文献回顾、评述与展望——基于2001-2014年CSSCI期刊的分析

服务贸易竞争力是衡量一国经济实力的重要指标.该文基于文献学视角对2001-2014年发表在CSSCI期刊上的117篇相关论文进行分析,透视国内服务贸易竞争力研究的进展状况,并对其视角、方法与结论进行归纳与述评,指出当前研究存在的不足：重实证,轻理论;研究视角单一,研究方法存在缺陷;缺少文献回顾,研究层面集中.进而提出未来的研究方向：矫正学术误区,重视理论支撑;拓宽研究视角,科学构建评价体系;分类梳理文献,注重中、微层面研究.     

An exploratory investigation of user involvement in new service development

Due to major structural changes in the service sector, many service managers are recognizing the need to continually develop new services that are timely and responsive to user needs. Thus, user input and involvement in new service development are an important area of inquiry. Although there has been a resurgence of academic and practitioner interest in new service development, there is a dearth of research on how users are involved in new service development. This study first combines insights from extant literature and exploratory interviews with practitioners to identify four key elements of user involvement, including objectives, stages, intensity, and modes of involvement, and then investigates these four elements in 12 service firms. Based on the findings, the author develops an inventory of activities that needs to be carried out in involving users in a new service development project. Intekhab (Ian) Alam is an assistant professor of marketing in the Jones School of Business, State University of New York (SUNY) at Geneseo. He received his Ph.D. from the University of Southern Queensland in Australia and a master's of business in marketing (by research) from the Queensland University of Technology in Brisbane, Australia. He conducts research in the area of new product and service development and international marketing. His research has been published (or is forthcoming) in theJournal of International Marketing and Exporting, Journal of Services Marketing, American Marketing Association— Marketing Educator's Conference Proceedings, and several other international conference proceedings. He also has extensive consulting experience in the areas of new product/service development.     

The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities

Recent changes in the business environment have prompted marketing scholars to pay particular attention to sustainability as a topic of inquiry. Despite the progress made in the study of sustainability, there is a paucity of research on the topic in premier marketing journals. To address this issue, we focus on marketing-related journals and assess the intellectual structure of sustainability research in detail. Drawing on social network theory, we perform an extensive co-citation analysis using multidimensional scaling to examine 76,342 citations made in 1,320 sustainability-focused articles from 36 journals over 51 years (1958–2008). This study specifies that the topics of citizenship behavior, stakeholder theory, corporate performance, and the triple bottom line are integral sustainability research areas. In addition, the results indicate five required topics for examining sustainability in the marketing context: external-internal focus, social-environmental emphasis, legal-ethical-discretionary intent, marketing assets, and financial performance. Supported by the capabilities-based resource perspective, the sustainability-focused typology and framework advanced provide directed structure for future research.     

Marketing journal hierarchies: Faculty perceptions, 1986-87

This article reviews the latest perceptions among AACSB school professionals in the field of marketing regarding journal hierarchies. With the proliferation of marketing journals during the past few years comes the need to address the relative position of all marketing journals. This study lists journal rankings using prestige and importance indices. The paper concludes with a discussion on the relative importance of journal rankings in the consideration of promotion and tenure among faculty members.     

国外酒店服务表现评估模型研究发展综述

服务是酒店管理的核心要素,它直接关系到客人对酒店的整体评价。因此,保证良好的服务质量不仅是酒店行业的生存之道,也是重要的竞争优势和手段。为了能够客观地评估和真实地反映酒店总体的服务表现,并对＂酒店优秀服务表现＂的实质有个清晰的认识,国外学者一直致力于服务表现评估模型的研究。通过对国外相关文献的收集和整理,分析和比较了服务表现的评估模型,并对其研究发展进行了归纳和总结,还重点讨论了这些模型在评估酒店服务表现方面的应用研究成果,希望借此研究综述推动国内对酒店服务表现理论和评估模型的深度探讨。     

关于区域经济学几个基本理论问题的思考

我国区域经济学的研究起步较晚，从目前的研究情况来看，基础理论研究仍很薄弱。因此，加深区域经济学基本理论问题的研究，是区域经济学学科建设中的一项重要任务。在区域经济学基本理论问题的研究中，应关注区域经济学的最新进展，在基本理论问题上要重点研究区域经济学的研究对象、学科性质、理论体系和研究内容，以促进区域经济学的学科建设。     

高职院校学报服务能力建设探讨——以《襄阳职业技术学院学报》为例

高职院校学报办刊宗旨就是为主办学校的教学科研服务,为地方经济建设和社会发展服务。文章从不断优化栏目设置,全面服务学校发展、不断丰富服务内容,推动课程教学改革、不断创新服务举措,主动服务学校科研、不断创新服务形式,促进院系专业建设等方面论述了服务学校教学科研的举措;从利用学院专业优势,开展地方产业研究、利用栏目优势,开展科研合作交流等方面论述了服务地方的措施。