网络整合营销的六个营销要求

汶川地震所进发的网络的自然的整合宣传效果,可谓是影响空前,非一般事件所能望其项背。本文在探讨网络整合营销的时候,之所以用四川汶川地震作为开头,是因为它跟我们要探讨的网络整合营销,有着紧密的联系。     

传统营销、现代营销、关系营销互融的成功实践

<正> 在渤海之滨——天津塘沽,有一家企业在短短的3年内发展成为了中国北方最大的建材专业批发市场,它就是天津华北建材陶瓷批发市场(以下简称"华北陶瓷市场")。华北陶瓷市场是由天津市塘沽区华翔商贸有限公司投资1.2亿元与当地政府联合兴建的大型建材陶瓷专业批发市场。该市场主要经营建筑陶瓷系列产品及卫生洁具、进口及国产大理石和花岗岩产品等,市场内的300多家承租客商来自全国14个省市自治区,产品销售辐射河北、山西、内蒙古、山东以及东北地区。2000年该市场被天津市政府评为"先进市场",2001年被评为天津市商品交易市场20强之一。     

Redefining social marketing with contemporary commercial marketing definitions

Social marketing is based on the adaptation of the contemporary commercial marketing theory and practice as a means of guiding and aiding social change campaigns. This paper draws on recent developments in commercial marketing theory and prior work in social marketing definitions to create a new definition of social marketing which integrates the commercial definitions of the American Marketing Association (AMA) and Chartered Instituted of Marketing (CIM) with established social marketing definitions from the past thirty years of social marketing conceptual development. The development of the definition is supported through the use of qualitative research technique of text mining which uncovered a core series of principles consistent to the historical definitions of social marketing. Finally, the new definition also introduces clarification of several key subcomponent elements as part of an expanded definition of social marketing.     

Leveraging firm-level marketing capabilities with marketing employee development

Using the theoretical foundations of the resource-based view of the firm, this study develops and measures marketing employee development capabilities and investigates how it moderates the relationships between brand and customer relationship management capabilities and firm performance outcomes. Based on a random sample survey of chief marketing executives from selected industries, combined with objective firm performance indicators and controls, results demonstrate that marketing employee development capabilities can leverage the relationships between firm-level marketing capabilities and customer satisfaction, market effectiveness, and objective financial performance. Further, these results show that such capabilities can be complementary and, in some cases, even substitute for each other, which improves organizational performance. Implications for researchers and marketing managers are discussed.     

Convergence marketing

The authors discuss two enduring lessons of the Internet revolution: The first is that new technologies do not replace the old. They live side by side. They converge. The second is that people are complex, combining new technology and behaviors with enduring human needs. Like the mythical centaur, they run on the fleet hooves of the new technology but still carry the same human heart. These lessons of convergence shaped the unfolding of Internet technology—contributing to the decline of dot-coms and the missed opportunities of incumbent firms—and these lessons will shape the technological revolutions to come. In this article, Jerry Wind and Vijay Mahajan examine the implications of these lessons for marketing and business strategy in five specific areas of convergence—customerization (customization of marketing and product or service offering), community, channels, competitive value and choice tools. In each of these areas the greatest opportunities may be in strategies that emphasize convergence of old and new, online and offline, traditional and revolutionary.     

International marketing

Philip R. Cateora & John L. Graham. 2002. International Marketing (11th ed.). New York: McGraw‐Hill. 694 pages.     

企业对群体市场的营销

交通与传播技术越来越发达,不论飞机、火车、汽车、公共交通,还是手机、邮件、QQ、msrl、游戏、开心网等这些方式让实体与虚拟的传播,不但更便宜而且更方便。各种与交通、通讯有关的公司在GDP所占比例的持续增长,充分证明了这种传播增加的状况（个人相信传播业一定会独立出来成为第四产业）。这种情况下,人类在天性的驱使下,参加并形成种种群体。     

Relationship marketing

Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketing. Now, due to technological advances, direct marketing is staging a comeback, leading to a relationship orientation. The authors contend that with the evolution of Relationship Marketing, the hitherto prominent exchange paradigm of marketing will be insufficient to explain the growing marketing phenomena of collaborative involvement of customers in the production process. An alternate paradigm of marketing needs to be developed that is more process rather than outcome oriented, and emphasizes value creation rather than value distribution.     

Global marketing Myopia

The objective of this paper is to expand the concept of global marketing strategy beyond its current myopic focus on product positioning and branding. Emphasis on these issues lends to lead to the conclusion that standardisation is the most desirable global strategy. However a successful global marketing strategy needs to be developed and evaluated within the broader context of the overall strategy of the firm, rather than being based purely on customer‐market considerations. This calls for examination of resource allocation across countries, market segments and products, the integration of sourcing activities and production, management and logistical systems into global marketing strategy.     

体验营销出奇制胜

<正> 商家在竞争中与趋同化、大众化战略形成对比的是巧用体验营销的方式为顾客提供独特的“体验”以取得出奇制胜的效果。“星巴克咖啡(Starbucks Coffee)”是目前体验营销运用的成功案例,让我们来看看星巴克取胜的秘诀: 从1971年西雅图的一间小咖啡屋发展至今成为国际最著名的咖啡连锁店品牌,星巴克的成长可称     

现代营销理念分析

市场营销作为企业间竞争的主要手段,在新经济的环境下也发生着深刻的变化.新的营销理念应运而生,诸如网络营销、全球营销、关系营销等,它们对现代企业的持续发展起着十分重要的作用.