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用户资料是网站的重要资产和营销资源,许多公司都希望建立自己的邮件列表,并将邮件列表作为一项重要的网络营销方式.根据邮件内部列表与外部列表的特性,分析了利用免费平台创建内部邮件列表以及创建邮件列表时应注意的问题,并对邮件列表效果的评价提出了相关建议. 相似文献
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正营销自动化智能化是利用软件来实现各种营销流程的自动化智能化,使营销比手动执行更为有效,且使企业能够自动化衡量营销任务和工作流程,使企业能够提高和扩大运营效率,从而获得更快收益,让数据说话变得更加容易。在知识经济时代,记录客户和市场数据的信息利用能力已经成为决定企业成败的关键因素。越来越多的国内外企业意识到基于多渠道用户数据共享,开展以邮件营销为基础,结合短信、 相似文献
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许可式邮件营销及其在电子商务中的应用问题探究 总被引:1,自引:0,他引:1
许可式邮件营销作为一种系统化的营销手段优势明显,营销效能显著,对电子商务发展具有重大意义.在阐述许可式邮件营销概念、特征、优势及作用的基础上,分析了国内许可式邮件营销的发展现状,进而研究了其在电子商务应用中面临的主要问题,提出了优化许可式邮件营销的路径. 相似文献
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《现代营销(创富信息版)》2018,(3)
电子商务是一种通过获取网络信息,进行网络交换的商务活动,它是一种新型的网络商务形式,它能够突破时间和空间的限制,提高交易的效率,在它的条件下,允许企业营销人员与消费者之间进行零距离的接触,对于企业进行商务营销活动有很大的促进作用。 相似文献
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webpower发布的《2013年中国邮件营销行业数据报告》显示,各方对邮件营销规范性的要求越来越高。2013年是邮件营销规范年。一方面,邮件营销发送数量红利正在消失,企业毫无目的性地大量邮件群发,无系统规划性的营销策略等导致的投递失效、退订投诉、互动不足、效果下沉等消极作用开始显现;另一方面,国家加强对邮件营销商业活动、个人信息安全保护等方面的监督管理, 相似文献
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《现代营销(创富信息版)》2018,(1)
电子商务是一种通过获取网络信息,进行网络交换的商务活动,它是一种新型的网络商务形式,它能够突破时间和空间的限制,提高交易的效率,在它的条件下,允许企业营销人员与消费者之间进行零距离的接触,对于企业进行商务营销活动有很大的促进作用。 相似文献
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《商对商营销杂志》2013,20(1-2):75-93
ABSTRACT Given the paucity of knowledge on the state of business marketing education at the master's level, we conducted an exploratory survey of instructors at selected universities in North America and Europe. We supplemented results from this survey with discussions with our colleagues who teach business marketing at the master's level, and a review of articles on master's level programs. Through our investigations, we discovered that there is a shortage of management cases that address contemporary issues in business marketing. We learned that nearly half of survey participants do not use a textbook and that the remaining participants use a wide variety of textbooks. We observed that many instructors still teach business marketing courses from a traditional functional perspective. Instead, we believe that business marketing courses must address a host of emerging issues such as value and its assessment, business process reengineering, global marketing, working relationships and business networks, and cross-functional coordination issues, among other things. We believe that scholars can rejuvenate the discipline by tailoring business marketing courses to the new generation of accelerated master's programs, by creating a network for sharing information on new cases and teaching materials, and by writing more relevant and timely business marketing cases. Finally, we believe that the time is right for a faculty consortium on teaching business marketing. 相似文献
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Citation analysis indicates that theJournal of Marketing and theJournal of Marketing Research contribute primarily to marketing and other business areas as opposed to nonbusiness social sciences. The journals are also heavily cited by practitioner-oriented publications. A list of most cited articles is provided.The authors acknowledge the research funding from Washington State University and the National University of Singapore for this project. 相似文献
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《商对商营销杂志》2013,20(1-2):103-126
ABSTRACT By extending their knowledge of markets beyond the consumer-goods domain, by deepening their understanding of how organizations make buying decisions, by strengthening their grasp of cross-functional processes, and by providing them with decision-making skills in this important area of marketing, the business marketing course makes a special contribution to undergraduates and the undergraduate marketing curriculum. Moreover, the content and focus of the business marketing course are closely tied to important themes that are transforming business practice. This article isolates the distinct contribution of business marketing education and examines important trends that are reshaping this domain. The central knowledge areas that comprise the undergraduate business marketing course are detailed and linked to specific course design strategies that can be pursued to strengthen the skill set of marketing students and respond to the needs of important constituents. 相似文献
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Eric M. Olson Kai M. Olson Andrew J. Czaplewski Thomas Martin Key 《Business Horizons》2021,64(2):285-293
The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm’s adopted strategy. 相似文献
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Victoria L. Crittenden 《Business Horizons》2005,48(5):409
Since its conception, the marketing mix has been the marketer's tool kit for success. A firm's marketing plan is basically comprised of the 4 Ps of the marketing mix tool kit, with practitioners and academicians segregating a marketer's tasks into product, place, price, and promotion. A decade of company-based research suggests, however, that it is time to rebuild the marketing machine by focusing upon the key strategic issues that companies, and marketers, face in today's rapidly evolving, digitized marketplace. If marketing is to become a way of doing business rather than merely one of several organizational functions, marketers must recognize that the marketing mix tool kit is truly an implement for success, just as an engine and wheels are necessary for successful navigation of an automobile. Only after we, as marketers, recognize and conceptualize marketing as a bigger machine than just the 4 Ps will we be able to bring a market orientation to the forefront of strategic thought. 相似文献
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Despite the relevance of interactive marketing strategies, most nonprofit organizations rely on a marketing mix with a focus on direct marketing. Previous research shows that, by optimizing the mailing frequency, organizations are able to distinguish their mailing from other mailings that donors receive. However, some organizations, such as blood services, struggle to convert the frequency recommendations into their marketing practice. As donation events occur irregularly and blood donors are only able to donate a certain number of times, mailing strategies have to result in blood donations. This study examines a strategy in which a reminder direct mailing follows the regular invitation a few days before a particular donation event. A field experiment was conducted with 396 donors; 203 received the double mailing. Surprisingly, the results from hierarchical binary logistic regressions do not reveal any differences between the experimental groups. A single direct mailing approach is recommended, leading to considerable cost savings. 相似文献
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《Journal of Internet Commerce》2013,12(2):77-88
Abstract This essay asserts that for those students interested in pursuing a career in the information and data driven area of e-commerce, XML must be included as a required topic of study. This paper explains the basics of XML, as well as a few of related business specific derivatives, XBRL, cXML and ebXML, and concludes that students, especially marketing majors, interested in or planning a career in e-commerce must possess a working knowledge of XML and its derivatives. 相似文献
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Essam B. Ibrahim 《Journal of Strategic Marketing》2020,28(7):639-658
ABSTRACT Strategy formulation is commonly understood as the match between a firm’s internal resources and skills and its external environment. Marketing strategy performance is the function of a dynamic, interactive process incorporating internal firm resources, external environmental factors, and competitive actions. The study aims to assess the impact of competitor actions on marketing strategy performance. We develop a model that accommodates the effects of 29 variables (comprising internal marketing strategy variables, external environmental factors and competitors’ marketing mix variables) on business performance. We empirically test the model using simultaneous equation modelling of time-series data on UK car manufacturers collected from publically available resources and annual reports. The results show that external factors, in particular competitors’ marketing mix elements, have a greater influence on a company’s business performance than internal (marketing and non-marketing) strategy variables. Implications for marketing theory and management are discussed. 相似文献