电力营销现状、问题及对策思考——基于电力营销市场环境的思考

本文在分析我国电力营销现状和问题的基础上，结合对电力营销市场前景的分析，探讨了加强电力营销、提升电力营销能力的对策和建议。     

论全员营销与酒店发展

随着市场经济的深化及酒店业竞争的加剧，传统的酒店营销理念已阻碍了酒店的发展。在全面形成“以市场为导向，需方第一，让消费满意”新的酒店营销观念的同时，也形成了一套与之相适应的营销模式，即：“实现酒店全员营销，加强岗位营销”。本就是针对这一现状，从实现营销的必要性和采取的措施，特别是树立全员营销理念和加强营销能力培训等方面进行了分析。     

论商业银行的知识营销

随着知识经济时代的到来，我国商业银行面临着新的挑战。实施知识营销，树立知识营销观念、开发知识型产品、健全渠道网络、加强知识营销的“五化”建设、大力培养知识型营销人才，能够提高我国商业银行的整体营销水平，帮助商业银行在知识经济时代的竞争中掌握市场主动权。     

知识经济条件下的企业营销创新

在新世纪的钟声即将敲响之际，知识经济正向我们走来。知识经济给企业营销带来前所未有的挑战，推动企业营销由有形化向无形化、由粗放化向集约化、由标准化向柔性化的转变。为此，我国企业必须加强营销创新，重点采取以下对策：观念创新——树立知识营销观；企业创新——加快创建一批知识型企业；过程创新——加强营销的“四化”建设；产品创新——着力开发知识型产品；人才创新——造就大批知识型营销人才等。     

新形势下商业银行营销管理初探

我国国有商业银行营销观念不强，难以适应新形势的需要。我国加入WTO后，商业银行必须树立营销观念，加强营销管理，在深化改革中建立现代商业银行制度。     

入世后我国农副产品营销战略的理性选择

加入WTO后，我国原有的农副产品营销体系将面临严峻的挑战。面对全球化的有力竞争，我国农副产品的经营必须不断提高自身参与市场竞争的能力，尤其要提高自身的营销能力；必须树立正确的营销指导思想，加强营销调研，采取差异化、品牌化、绿色化、组织化营销策略，并充分利用政府的作用，以增强我国农副产品的国际竞争力，确保我国农副业的长远发展。     

如何打造优秀寿险营销团队

改革开放以来，我国寿险业快速发展，其中寿险营销功不可没。但综观寿险营销的现状，粗放式的经营理念导致团队建设中存在诸多症结，成为寿险业进一步发展的主要障碍。本文从转变思路、加强培训、战略创新、激发潜能等方面提出了打造优秀寿险营销团队的建议和对策。     

跨国企业与本土企业在我国营销能力比较

跨国企业与本土企业在我国营销能力的对比其实是不同的营销管理在同一国情下的博弈，各有优劣。跨国企业的营销能力优势在于优秀的营销理论、成功的营销经验支持，对于产品、技术、品牌高额的核心价值的掌握，日益见效的与政府间的公共关系。相比之下，本土企业具有小、快、灵的特点，规模生产、劳动资源成本低、模仿生产无需大笔资金研发带来的产品低成本，对国内销售渠道的熟悉和掌握，对本土化有深入理解。总的来说，跨国企业的营销能力较强，本土企业必须把握时机，注重自身营销能力的加强。     

我国绿色营销存在的问题与对策

绿色营销是企业存环境发生变化的情况下提出的一种新的营销观念，它将是21世纪世界营销的主潮流，目前，我国实行的绿色营销存在着企业绿色营销观念淡薄，政府支持不够，消费者绿色意识尚未形成等问题，对此，我们只有解决好三方面问题即理顺好几层关系，加强政府调控，合理进行“绿色营销”组合，我国企业才能在21世纪与国外竞争对手相抗衡。     

从“格力国美事件”看制造与分销商的博弈分析

本文从格力与国美的渠道冲突案例谈起，分析了渠道的核心——制造商与分销商之间博弈关系的实际意义，认为制造商与分销商应该加强了解、信任与合作，树立关系营销理念，建立关系营销。     

略论事件营销的有效实施

事件营销是近年来国内外流行的一种市场推广手段。企业在运作事件营销时应该着重把握三个关键要素：定位、创意、参与度。应该尽量避免迷信明星、无谓赞助、哗众取宠、生搬硬套、忽视风险等五大误区。事件营销有效实施应注意的问题有：关注热点、处理好品牌与事件之间的关系、处理好事件与其它工具的关系、反复权衡企业自身的营销能力、注重风险衡量、注重事件短期效应与品牌长期战略的关系等。     

营销人才培养的专业性、实践性与行业适用性

该文通过回顾市场营销在中国的发展历程和中国市场营销人才培养方式的改革进程,探讨中国社会对市场营销人才的需求状况以及市场营销人才供给（培养）中存在的问题,分析市场营销人才供求不对称的原因,从教学的角度提出基本的解决思路,并对今后中国市场营销人才培养的方向做出初步展望。     

饭店企业的关系营销

传统的市场营销观念已经越来越不适应现代饭店企业的经营,在实践中表现出一定的阻碍作用。以系统论为基础的关系营销的出现,解决了饭店在新的竞争环境下遇到的困境。通过对关系营销涵义的剖析,结合饭店服务产品的特点,从实践的角度提出了饭店关系营销的具体实施战略。     

Toward a theory of customer engagement marketing

Customer engagement marketing—defined as a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions—marks a shift in marketing research and business practice. After defining and differentiating engagement marketing, the authors present a typology of its two primary forms and offer tenets that link specific strategic elements to customer outcomes and thereby firm performance, theorizing that the effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transformation. The authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet of engagement marketing.     

The marketing concept in perspective

A re-evaluation of the marketing concept appears to be in the making. The focus of research designed to facilitate this re-evaluation is likely to be of considerable importance to the future development of marketing theory. Research designed to better define the role and scope of the marketing concept seems to offer the most promise. Such research would be an aid to determining where the marketing concept should fit into a comprehensive theory of marketing. Limitations of the marketing concept are well documented in the literature suggesting a need for a broader framework of marketing theory. It seems imperative that academicians accept the responsibility for developing a more comprehensive general theory of marketing, one relevant to both the micro and macro aspects of a functioning system. Such flexibility seems to be a minimal requirement.     

病毒营销对品牌资产影响的实证分析

病毒营销将设计好的“病原体”撤向消费者,让“病毒”迅速地在他们之间扩散,以达到宣传造势的目的。品牌资产①是企业的一种宝贵的无形资产,其作用不言而喻,故研究病毒营销和品牌资产之间的关系是非常重要的。长文将病毒营销分离出三个因子,运用实证分析的方法研究这三个因子和品牌资产四个维度之间的关系,由此来审视病毒营销对企业品牌资产的影响作用。     

Those who can,Do—Those who can’t...: Marketing professors and the Robinson-Patman act

In the academic world of marketing professors, we like to think we know everything that is “relevant” about marketing. Of course we do not, because the discipline is too broad and diverse for one to be thoroughly knowledgeable in all its aspects. This article examines the understanding of the ROBINSON-PATMAN ACT by university professors. This 1936 law is the most important marketing statute dealing with pricing activities. Marketing students must be exposed to this key legislation during their marketing classes. But do marketing professors understand the law well enough to teach it?     

The antecedents and consequences of customer-centric marketing

As we enter the twenty-first century, the marketing function remains concerned with serving customers and consumers effectively. The authors propose that just as the marketing function gradually shifted from mass marketing to segmented marketing in the twentieth century, it will increasingly move toward customer-centric marketing in the next century. In the practice of customer-centric marketing, the marketing function seeks to fulfill the needs and wants of each individual customer. The antecedents of customer-centric marketing are the increasing pressure on firms to improve marketing productivity, increasing market diversity in household and business markets, and technology applicability. On the basis of the shift toward customer-centric marketing, the authors expect increased importance of marketing as a “supply management” function, customer outsourcing, cocreation marketing, fixedcost marketing, and customer-centric organizations. This article highlights the implications of customer-centric marketing as well as the boundary conditions that will affect its adoption. Jagdish N. Sheth is the Kellstadt Professor of Marketing in the Gouizeta Business School at Emory University. He has published 26 books and more than 200 articles in marketing and other business disciplines. His book,The Theory of Buyer Behavior (with John A. Howard), is a classic in the field of consumer behavior and is one of the most cited works in marketing. His other books includeMarketing Theory: Evolution and Evaluation (with David Gardner and Dennis Garrett) andConsumption Values and Market Choices: Theory and Applications (with Bruce Newman and Barbara Gross). Rajendra S. Sisodia is Trustee Professor of Marketing at Bentley College. Previously, he was an associate professor of marketing and director of executive programs at George Mason University and an assistant professor of marketing at Boston University. He has a Ph.D. in marketing from Columbia University. He has published more than 40 articles in journals such asHarvard Business Review, Journal of Business Strategy, Marketing Letters, andMarketing Management. He has also authored about two dozen cases, primarily on strategic and marketing issues in the telecommunications industry, as well as a number of telecommunications industry and company analyses. Arun Sharma is an associate professor of marketing at the University of Miami. He has published more than 30 articles in marketing and his interests are in the area of market and marketing evolution.     

关系营销与客户关系管理

关系营销与客户关系管理是在"大市场营销"背景下"以顾客为中心"的两种不同的管理思想,但两者之间又有着内在的联系,在应用时互相支持。在关系营销的实践中应用客户关系管理,对提高客户满意度,保持与利益群体的良好关系,从而最终实现企业的营销目标具有重要的作用。     

Corporate citizenship: Cultural antecedents and business benefits

The article explores the nature of corporate citizenship and its relevance for marketing practitioners and academic researchers. Specifically, a conceptualization and operationalization of corporate citizenship are first proposed. Then, an empirical investigation conducted in two independent samples examines whether components of an organization’s culture affect the level of commitment to corporate citizenship and whether corporate citizenship is conducive to business benefits. Survey results suggest that market-oriented cultures as well as humanistic cultures lead to proactive corporate citizenship, which in turn is associated with improved levels of employee commitment, customer loyalty, and business performance. The results point to corporate citizenship as a potentially fruitful business practice both in terms of internal and external marketing. Isabelle Maignan is an assistant professor of marketing and international business at the University of Groningen, The Netherlands. Her research interests focus on business ethics, corporate social responsibility, and international marketing. Her work has appeared in theJournal of Advertising, Journal of Business Research, and theJournal of Business Ethics, as well as other journals and conference proceedings. O. C. Ferrell is a professor of marketing at Colorado State University. He is the coauthor of 16 books and 60 articles. His work has appeared in theJournal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, and theJournal of Public Policy and Marketing, as well as other journals and proceedings. G. Tomas M. Hult is the director of international business and an associate professor of marketing and international business at Florida State University. His research interests focus on marketing strategy, international marketing, and methodological issues in marketing. Dr. Hult’s work has appeared in theJournal of Marketing, Decision Sciences, Journal of Business Research, Journal of International Marketing, andInternational Marketing Review, as well as other journals and proceedings.