体育营销与营销体育（上）

体育营销活动在某种意义上说，就是演好一曲戏，演好、看好、好看、叫好又叫座。     

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。     

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。     

Ethics and services marketing

The area of services marketing is a highly crucial one for potential ethical violations. The services industry, which drives over two-thirds of our national economy, is about to experience severe changes due to increasing competition. The temptation to make ethical compromises will pose a dramatic threat to the business climate.We review conceptual approaches to the field of marketing ethics and conclude that existing models often lack an important component which affects ethical decision-making. That component includes the interorganizational variables: the primary task environment, including immediate customers and suppliers to the buyer and seller; the secondary task environment, comprised of suppliers and customers to the immediate suppliers and customers, competitors, and regulatory agencies, and the macro-environment, those broader forces which impinge on the activities in the primary and secondary task environments.We suggest various propositions for circumstances under which unethical behavior is likely to occur within the interorganizational domain. The overarching framework is that of service industries in an increasingly competitive environment.Dr. Ellen Kennedy and Dr. Leigh Lawton are associate professors in the Department of Marketing at the University of St. Thomas in St. Paul, Minnesota. They have published articles in theJournal of Business Ethics andIndustrial Marketing Management on the topics of using fiction to teach business ethics and workforce socialization.     

Measuring long-run marketing effects and their implications for long-run marketing decisions

This paper discusses the role of agents’ beliefs and their implications for the economic modeling of their behavior, in particular, their behavior over time. The paper also discusses the corresponding planning problems facing both firms and consumers in their current decision making. After a general discussion of the consumer and firm problem, we discuss recent examples of some of the emerging empirical literature on dynamic choice behavior in marketing.     

Commentary: advancing marketing strategy in the marketing discipline and beyond

ABSTRACT

Shelby Hunt provides an insightful, precise essay on the nature and contribution of the field of marketing across five distinct periods and concludes with a discussion of the potential for the field of marketing, both within marketing and across allied fields of management. This ‘promise’ of marketing’s academic future is followed by a discussion of the key factors likely to play a significant role in lessening the contribution of the field. The purpose of this commentary is to focus on Hunt’s key question regarding Era V: Is the future of the marketing discipline promising or problematic? As such, this commentary addresses four issues: (1) the ‘promising’ assets that the discipline has in play; (2) the slide towards academic irrelevance and, thus, the ‘problem’; (3) Hunt’s observations on how the slide might be reversed; and (4) my viewpoint on what can be done to reverse the slide.     

Scientific marketing management and the emergence of the ethical marketing concept

Abstract

Our objective in this paper is to recall the linkages between marketing and management thought. At the turn of the twentieth century, the two disciplines were connected via the work of Frederick Taylor and Percival White. As conventionally represented, Taylor was the father of scientific management and, by extension, the management sciences more generally. He is also frequently associated with a focus on production efficiency. However, a close reading of Taylor reveals his appreciation of the connection between production and consumption and thus the importance of the ultimate consumer. Taylor's ideas and the work, published in the Bulletin of the Taylor Society, which provided an outlet for the scholarship of early marketing thinkers, provide the linchpin between the production ethos of Taylor and the emergence of ‘scientific marketing’ exemplified in the work of Percival White. The latter demonstrated the ideological credibility of his scientific marketing system via its association with science and attributes such as objectivity. Importantly, in his work we find the first clear articulation of the marketing concept. Unlike present-day debates, which frequently treat it as a synonym for shareholder value, the early articulations of the marketing concept were underwritten by an explicit ethical orientation that placed limits on corporate behaviour, ideas that were again brought to prominence courtesy of the consumerist movement of the 1960s and 1970s.     

Ethics and environmental marketing

Corporations have scrambled to bring to market products positioned and advertised as addressing the needs of the environmentally-conscious consumer. The vast majority of claims presented in support of these products are best described, however, as confused, misleading or outright illegal. Ethical considerations have not yet been integrated into environmental marketing, and as a result, long-term harm on both the individual and societal level may result. A framework for reversing this trend is presented. It identifies the sequence of actions necessary for the development and communication of ethical environmental marketing claims. The sequence is based upon two aspects of ethical theory: moral style and normative behavior. Specific implications for marketers' actions at each stage in the sequence of framework development are also discussed.Dr. Joel J. Davis is Assistant Professor of Journalism at San Diego State University. Prior to joining the faculty at San Diego State, Dr. Davis was Vice President, Associate Director of Strategic Planning and Research at D'Arcy Masius Benton & Bowles Advertising.     

市场营销新理念:绿色营销

<正> 自20世纪70年代以来,全球掀起了一场绿色浪潮,人们开始关注消费中的环境代价,呼吁既无污染又有利于健康的绿色产品。中国加入WTO,企业要参与国际竞争,要开拓市场,就必须顺应环保消费的新潮流,实施绿色营销。绿色营销是一种新的营销方式:企业在营销活动中谋求消费者利益、企业利益和环境利益的统一协调,既充分满足消费者的需求,获取企业利润,又充分注意自然生态平衡和社会效益。其对产品的设计、制造、定价、促销都要以保护环境和人类长远利益,实现可持续发展为目的。     

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.     

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.     

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。