Direct Marketing Comes of Age in Financial Service Organizations

No abstract available for this article.     

A Text Mining-Based Review of Cause-Related Marketing Literature

Social networking sites (SNS) have challenged ethical issues about users’ information security and privacy. SNS users are concerned about their privacy and need to control the information they share and its use. This paper examines the security of SNS by taking a look at the influence of users’ perceived control of information over their information-sharing behaviors. Employing an empirical study, this paper demonstrates the importance of perceived control in SNS users’ information-sharing behaviors. Specifically, perceived control has been found to be negatively related to perceived privacy risk and attitude toward information sharing, which in turn has an impact on their information-sharing behaviors. In addition, gender has been shown to be an important factor that moderates the influences of both perceived control and perceived privacy risk on SNS users’ attitudes toward information sharing. Theoretical and practical implications are discussed.     

International Marketing Ethics: A Literature Review and Research Agenda

Globalization has changed the nature of business in the twenty-first century (Doh et al. in Bus Ethics Q 20(3):481–502, 2010). With the increased internationalization of multinational corporations, the need to address international marketing ethics arises (Carrigan et al. in Int Market Rev 22(5):481–493, 2005). Given the diversity of environments and cultures, ethical issues are numerous and complicated (Iyer in J Bus Ethics 31(1):3–24, 2001). The understanding of international marketing ethics is critical to academics as well as practitioners. This paper is a literature review (1960s through 2013) of the study of ethics in international marketing. In order to develop a comprehensive review of articles, we review topics such as ethical problems, moral philosophies, and culture and ethics. We also discuss the methodological procedures that are used in international marketing ethics. Researchers and practitioners alike can use this research on international marketing ethics to discuss the phenomena and subsequently lead to future work research.     

网络经济时代的企业营销

本主要在阐释网络经济涵义及其特征的基础上,着重探究了网络经济时代的企业营销创新,主要包括营销观念、营销制度、营销管理及营销策略创新。最后,分析了我国面临网络经济的挑战。     

British Business History: A Review of the Periodical Literature for 1998

Japanese economic success has been built upon the establishment and development of key manufacturing sectors, and the perspectives of business history can especially reveal that complex interaction of companies, markets, business networks, and state which has over time created a globally competitive industrial system. Long-term economic growth was capped in the 1950s and 1960s by growth rates that were unprecedented in their scale and duration. Similarly, the process of industrial transformation accelerated in the years between 1918 and 1950, important developments finally coalescing during the post-war period into the so-termed ‘Japanese industrial system’. Debates over the timing of economic development in Japan are intertwined with debates on the contribution of a pre-industrial national culture to business success. The historical record suggests that the acquisition of organisational capabilities within Japanese manufacturers has been shaped by the timing of the country's industrialisation and by its consequent development needs. The nature of Japanese management and Japan's industrial system, although influenced by cultural attributes, was shaped by organisational and economic objectives attuned to the circumstances of the country's industrialisation, and competitive advantage followed from the unavoidably nationally specific process by which potential was ultimately matched by capability.     

知识基础论与营销能力:一个理论述评

营销能力是战略营销理论研究中的一个重要方面。营销学者们提出了基于知识的营销能力概念,分析了市场驱动型组织的市场感知能力和顾客联系能力,提出了营销能力层级模型,并通过实证研究,认为营销能力对企业的绩效具有显著影响作用,这为进一步的研究奠定了基础。     

市场营销演进及营销管理变革综述

通过对国际300余篇权威学术文献的研究,根据企业、产品、客户三者内在逻辑关系的理论分析,透视和阐述了市场营销及营销管理随社会需求发展而演进的规律和21世纪变革的趋势,将市场营销和营销管理的演变过程概括为大众营销、目标营销和定制营销三个时代,同时总结和阐述了各时代营销管理的基本特征。     

The Role of Religiosity in Business and Consumer Ethics: A Review of the Literature

This study investigates antecedents of corporate social responsibility (CSR) in multinational corporations’ (MNCs’) subsidiaries. Using stakeholder theory and institutional theory that identify internal and external pressures for legitimacy in MNCs’ subsidiaries, we integrate international business and CSR literatures to create a model depicting CSR practices in MNCs’ subsidiaries. We propose that MNCs’ subsidiaries will be likely to adapt to local practices to legitimize themselves if they operate in host countries with different institutional environments and demanding stakeholders. We also predict that MNCs’ subsidiaries will be likely to adapt to local practices to avoid spillover effects if their parent companies suffer major legitimacy problems at home or abroad. However, we speculate that MNCs’ subsidiaries will be less likely to adapt to local practices if they are strongly annexed to their parent companies and the benefit to gain internal legitimacy outweighs external legitimacy. This article contributes to the discourse on CSR across borders by exploring the antecedents of CSR practices in MNCs’ subsidiaries at social and organizational levels, and integrating institutional and stakeholder views. We provide a number of propositions for future studies and explore implications for practitioners.     

Hypotheses in Marketing Science: Literature Review and Publication Audit

We examined three approaches to research in marketing: exploratory hypotheses, dominant hypothesis, and competing hypotheses. Our review of empirical studies on scientific methodology suggests that the use of a single dominant hypothesis lacks objectivity relative to the use of exploratory and competing hypotheses approaches. We then conducted a publication audit of over 1,700 empirical papers in six leading marketing journals during 1984–1999. Of these, 74% used the dominant hypothesis approach, while 13% used multiple competing hypotheses, and 13% were exploratory. Competing hypotheses were more commonly used for studying methods (25%) than models (17%) and phenomena (7%). Changes in the approach to hypotheses since 1984 have been modest; there was a slight decrease in the percentage of competing hypotheses to 11%, which is explained primarily by an increasing proportion of papers on phenomena. Of the studies based on hypothesis testing, only 11% described the conditions under which the hypotheses would apply, and dominant hypotheses were below competing hypotheses in this regard. Marketing scientists differed substantially in their opinions about what types of studies should be published and what was published. On average, they did not think dominant hypotheses should be used as often as they were, and they underestimated their use.     

创业型经济背景下的创业营销:研究述评与未来研究展望

自德鲁克提出创业型经济以来,创业逐渐形成一股热潮并受到各国高度重视.中国改革开放以来的巨大变化,说明了创业在经济发展中的重要作用.由于传统的市场营销出现了中年危机,而创业营销在组织层面较少官僚化,在动态环境中具有更好的适应性,因此能够成为竞争优势的源泉.文章回顾了创业营销研究的历程,介绍了创业营销概念的界定、内涵、维度和创业营销所经历的过程,并对国外学者已经取得的成果加以评述,最后指出现有研究的不足和未来研究的展望.     

乳制品营销策略相关文献综述

通过对国内外乳制品营销策略相关的文献进行了梳理和归纳,从产品、价格、渠道、促销、网络营销以及其他方面进行归纳总结。可以看到,国内外文献大多选择了案例研究、实证分析,多数结合当前世界发展趋势、营销趋势进行讨论,充分考虑到了全球化、网络化、关系、跨位、绿色营销等因素。从国内外文献研究的成果来看,乳制品营销策略强调以消费者为中心、更加关注消费者的心理、行为、习惯等因素,通过对文献的整理归纳,为未来的研究提供了理论依据、参考借鉴、方向指引。     

A Commentary on Business Marketing: A Twenty Year Review and an Invitation for Continued Dialogue

ABSTRACT

This article is a commentary on the literature review conducted by Reid and Plank. The objective of the paper is to both critique and complement the review and to provide a forum for debate as to the future direction of research in business-to-business (B2B) marketing research. The paper begins with a challenge to the reader to think beyond the traditional role of B2B marketing and think about how future B2B research could be more relevant and more strategic in focus. The concept of the new competition is offered as a framework for presenting future research issues. The new competition converges on the role of the extended enterprise as the reference point for thinking about competitive forces in a global marketplace. The implications for B2B marketers are discussed.     

基于企业现场管理的执行力概念框架设计

执行力在企业现场管理中缺失已经是一个相对普遍的现象,然而在对执行力问题的研究过程中,执行力概念的不一致性和差异性使得很多研究结果和结论很难在企业中得到普遍应用,而对概念本身认识的差异正是执行力问题研究成果和结论难以应用的源泉.文章在学术界和企业界对执行理解的基础上,从现场管理的角度整合了不同的观点,提出了一套适合企业现场管理的执行力概念框架,从而为解决企业现场管理中执行力缺失问题,提升其执行力找寻到清晰的目标,最终为企业的整体竞争力提升服务.     

Celebrity Endorsement: A Literature Review

Use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. Thus, a major question is: how can companies select and retain the 'right' celebrity among many competing alternatives, and, simultaneously manage this resource, while avoiding potential pitfalls? This paper seeks to explore variables, which may be considered in any celebrity selection process by drawing together strands from various literature.     

环境税"双重红利"假说文献述评

环境税的思想源于外部性理论,其最初目的在于消除由于污染导致的负外部性,以提高资源配置的效率.为了矫正环境污染的负外部性,自20世纪60年代起,西方理论界对环境税进行了深入研究,西方各国也开始了一轮环境税改革运动.作为20世纪0ECD国家进行环境税改革的重要理论依据,"双重红利"假说的提出及其后继研究具有重要的理论和实践意义.但是,"双重红利"是否存在,理论界至今未有结论.本文将对已有的有关环境税改革与"双重红利"的研究进行梳理,就已有的研究成果进行一个综述总结,最后简要评价其对我国环境税改革的启示.     

Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum

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.     

奥运营销:企业热捧的新商机

奥运会作为世界顶级体育赛事,奥运营销的商机必然备受瞩目,到目前为止,北京2008年奥运会已签订了10家合作伙伴和8家赞助商。在这些有幸参与奥运营销的企业感到无限风光的同时,也有专家提醒,赢得奥运会赞助资格并不意味着掌握了打开金库大门的钥匙,对于那些渴望通过奥运赞助实现     

Entrepreneurship and Ethics: A Literature Review

During the past twenty years, there has been an explosion of new interest in entrepreneurs and their activities. Yet only recently has serious research attention been devoted to the ethical problems encountered by entrepreneurs and their organizations. Entrepreneurs face uniquely complex moral problems related to basic fairness, personnel and customer relationships, distribution dilemmas, and other challenges. This essay surveys contemporary research in entrepreneurial ethics, examines the kinds of ethical dilemmas entrepreneurs confront, identifies major research topics and methodological approaches, and discusses possible directions for future research.