影响力营销时代的来临——读《影响力营销》一书有感

当前，营销方面的书籍已将读者市场细分到了无以复加的地步，从西方经典的译著，到古为今用的诠释；从对“舶来品”的深加工，到对“老祖宗”的再创造；甚至对每个行业、每个产业、每类企业都有无数本书去描述，而且基本放在书店显著位置热卖，营销类书籍正在卖力“营销”!     

影响力营铺时代的来临——读《影响力营销》一书有感

当前，营销方面的书籍已将读者市场细分到了无以复加的地步，从西方经典的译著，到古为今用的诠释；从对“舶来品”的深加工，到对“老祖宗”的再创造；甚至对每个行业、每个产业、每类企业都有无数本书去描述，而且基本放在书店显著位置热卖，营销类书籍正在卖力“营销”!     

影响力营销时代的来临——读《影响力营销》一书有感

当前．营销方面的书籍已将读者市场细分到了无以复加的地步．从西方经典的译著．到古为今用的诠释，从对“舶来品”的深加工．到对“老祖宗”的再创造．甚至对每个行业，每个产业、每类企业都有无数本书去描述．而且基本放在书店显著位置热卖．营销类书籍正在卖力“营销”！     

最具营销力操盘手

邓森睿智进取,坚持以品牌力量赢得市场最具营销力操盘手邓森,现任北京玺萌置业有限公司副总经理。1999-2003年,成功完成了玺萌苑、玺萌丽苑、玺萌鹏苑的开发、销售工作。自2003年,亲自操盘"京南标杆项目"星河城,从策划明星倾情代言到世界小姐的联袂展现;从星河城一期东南亚风情楼盘到五期现代世家影像的完美演绎,名盘星河城的成功运营,使之无愧为北京地产最具营销力操盘手。     

转型直销“组合拳”打破“操盘手”迷局

直销条例颁布之后，越来越多的传统企业欲转型直销行业，并希望找到一位行业高手充当“操盘手”来执掌大局。但由于直销市场高素质的职业经理人稀缺，在“一将难求”的情势逼迫下，这些企业往往又退而求其次，聘请“网头”充当“操盘手”。不过，众多实例证明，这种模式遗患无穷。因此，笔在本中将提出一套“组合拳”模式，希望能够帮助企业破解“操盘手”迷局。     

“营销”变“赢销”的六大技巧

“营”，汉语字典中的解释是“经管，料理；谋求、营利”；而对“赢”的解释是“获利，利润；获得，得到”。对比理解，我们不难发现，“营销”强调的是过程，而“赢销”强调的是结果。或者换个角度说，“营销”是“赢销”的基础，而“赢销”是“营销”的最终目标。那么，企业如何才能从“营销”走向“赢销”呢？     

公益营销：把握“赢”销的关键点

公益营销发展到现在这个阶段，不仅仅要破除观念上的保守，勇敢地将公益作为一场营销活动来做，也要善于总结经验，把握公益营销成功的关键。[编者按]     

成功的“赢”销

一个产品营销的成功不仅要品质优良而且要有一个好名称。品牌营销是从命名开始的。但据我们所知．中国的大部分企业不重视产品命名，长城、熊猫、菊花……一大堆，缺乏个性．不易传播，没有人性．缺少形象．缺乏沟通。     

成功的“赢”销

营销策划的最终目的是努力创造“赢”销，结合七年实战之经验，谈谈赢的艺术。在说成功营销之前，我想要强调的是：任何一个营销策划案的成功，首先不是策划人，策划公司的成功，而是企业家的成功、产品的成功，而是企业全体员工特别是一线营销人员坚持不懈、吃苦耐劳的努力换来的成功。我认为，任何一个策划都代替不了企业的艰苦奋斗之精神，代替不了企业卓越的领导者和优秀的员工，同时，还要强调的是——任何一个策划都可能会有不成功的一面，都有深具市场风险性的一面，不能盲信、盲从策划。     

The Endogenous African Business: Why and How It Is Different,Why It Is Emerging Now and Why It Matters

ABSTRACT

Africa is currently undergoing a transition that is unprecedented in its history. For the first time, the demand of urban populations pulls business development, thus creating economies with higher levels of specialization than before. This essay highlights the phenomenon of the endogenous African businesses that are arising in this process. These businesses tap into the natural resources and the social, economic, and cultural systems that build upon them. These resources and systems make the African business environment different from business environments in other parts of the world. Furthermore, the endogenous businesses have access to knowledge on how to manage modern businesses in the formal sector of the economy. In combination with African resources and systems, such knowledge enables them to create and sustain and competitive advantage in modern dynamic marketplaces. Endogenous African businesses are important because they have the potential to fuel economic growth, to revitalize rural areas, to contribute to food security and healthy diets, and to provide role models of which Africans can be proud. Hence, these businesses deserve our attention in the next two decades of scholarly research and education on African business.     

绿色营销:企业竞争制胜的必然选择

本文认为,目前我国的绿色营销任重道远。从消费者方面来看,其绿色消费意识相对于发达国家还处于“初级阶段”;从企业方面来看,大多数企业实施绿色营销只是一种被动的措施,企业的营销组合策略与绿色营销不相适应;从政府方面来看,主要采用经济手段或行政手段来保护环境,在执行过程中,以权代法、以言代法、有法不依和执法难的现象普遍存在。文章提出,企业要搞好“绿色营销”,必须树立绿色营销观念,搜集绿色信息,开发绿色产品,重视绿色包装,制定绿色价格,实行绿色分销,开展绿色促销,争取绿色标志,实施绿色管理。     

赢字当中所包含的财务管理理念

<正>赢,从汉字大字典中可以归纳出它包括下面的含义:有余利,获利,赢利。赢余(盈余)。赌博或比赛获胜,赌输赢。     

Defining Respectful Leadership: What It Is,How It Can Be Measured,and Another Glimpse at What It Is Related to

Research on work values shows that respectful leadership is highly desired by employees. On the applied side, however, the extant research does not offer many insights as to which concrete leadership behaviors are perceived by employees as indications of respectful leadership. Thus, to offer such insights, we collected and content analyzed employees’ narrations of encounters with respectful leadership (N ₁ = 426). The coding process resulted in 19 categories of respectful leadership spanning 149 leadership behaviors. Furthermore, to also harness this comprehensive repertoire for quantitative organizational research, we undertook two more studies (N _2a = 228; N _2b = 412) to empirically derive a feasible item-based measurement of respectful leadership and assess its psychometric qualities. In these studies, we additionally investigated the relationships between respectful leadership as assessed with this new measurement and employees’ vertical and contextual followership as assessed via subordinates’ identification with their leaders, their appraisal respect for their leaders, their feeling of self-determination, and their job satisfaction.     

Making It Part of the Package: Edible Packaging Is More Acceptable to Young Consumers When It Is Integrated With Food

How does edible packaging bias taste perceptions and acceptability? To examine this, we conducted an experiment where we manipulated what information participants received about a product with edible packaging and whether participants ate the product with its edible packaging and core food product intact or ate the edible packaging and core product layers separately. Participants who received information about edible packaging and tasted the edible packaging layer separately rated the product lower on dimensions of taste, healthiness, and intention to purchase than participants in other treatment groups. Findings suggest that framing a product as an edible package with environmental benefits can lead to negative judgments. Contrary to what environmentalists would expect, it may be best to simply not highlight its environmental benefits. Findings also suggest that consumers’ judgments of edible packaging may depend on how well the packaging material is integrated with its principal food product, and that highly separated products (such as edible cups) may face greater barriers to adoption.     

What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence

This paper describes our experience in undertaking a review of the effectiveness of using social marketing to tackle nutrition problems. One of the biggest challenges was identifying programmes which could be genuinely defined as 'social marketing'. Here we describe how we applied and tested a framework for identifying and assessing legitimate social marketing research. Implications for both social marketing theory and practice are discussed.     

实施绿色营销 扩大对外出口

绿色营销是市场营销的新趋势,是２１世纪市场营销的主流与基本态势。在现代竞争日益激烈的国际市场上,绿色营销已成为保障出口企业扩大出口、提高国际竞争力的重要条件之一,在国内市场上也越来越引起人们的关注。企业要把握绿色市场机会,生产适销对路的产品,不断占领与扩大国内外市场,才能获得理想的绿色经济效益。     

企业营销力概念模型构建探讨

企业营销力的大小直接反映了企业生存和发展的能力和潜力。通过对企业营销力内涵的界定及企业营销力组成结构的分析探讨了企业营销力概念模型的构建,并从强化企业市场营销观念、提升企业市场营销能力以实现企业生存和发展的角度论述构建企业营销力概念模型的现实意义。     

小家电营销,引导和教育是关键

由于白家电和黑家电市场发展相对成熟，不论在理论界还是实务界，对于白家电和黑家电的营销都已经提出了很多好的建议和可行的操作模式。随着小家电在中国消费者中的慢慢普及。越来越多传统的家电企业开始涉足小家电，引发了很多人对小家电营销的关注。小家电营销应该借用已经趋于成熟的白家电和黑家电的营销管理模式，还是应该另外开拓新的营销管理模式甲作者根据自己在小家电市场研究和咨询方面的一些感受和体会，觉得小家电营销，对消费者进行引导和教育才是关键。     

论“纳爱斯”的市场营销策略

纳爱斯公司独到的营销理念、大胆的营销决策、精心的品牌培育、娴熟的营销技巧是其发展壮大的重要因素。总结纳爱斯公司的营销经验，最 主要的是以品牌培育为核心，争创我国知名品牌，以结构调整为主线，不断开发适销产品，以重点营销为抓手，构建市场营销网络。