共查询到20条相似文献,搜索用时 31 毫秒
1.
Michael D. Hutt 《Journal of the Academy of Marketing Science》1995,23(4):351-357
Conclusions Marketing managers spend a large part of their day interacting with superiors, subordinates, and peers from other functional
units in the organization. To effectively serve as an advocate for the consumer at various levels of the hierarchy and across
functions, the marketing manager must initiate, develop, nurture, and sustain a network of relationships with multiple constituencies
within the firm. Special relationship skills are required in managing this cross-functional exchange network and in mobilizing
support for a particular strategy course. Indeed, the reputational effectiveness of marketing managers (and of marketing units)
rests on their ability to respond to the needs and demands of members of this internal exchange network. Because the needs
of the involved constituent groups often conflict, a set of adaptive processes characterize exchange relations across functions.
The central purpose of this commentary is to review promising conceptual perspectives and to suggest several lines of research
that might deepen our understanding of the challenging interfunctional role that marketing managers assume in the firm.
He received a Ph.D. in marketing from Michigan State University. He has coauthored three books, includingBusiness Marketing Management (The Dryden Press), now in its fifth edition. His research interests center on the process dimensions of business and marketing
strategy formation. His research has been published in theJournal of Marketing, Journal of Marketing Research, Sloan Management Review, Journal of Retailing, and other publications. 相似文献
2.
This article develops a conceptualization of bribery activity in organizational relationships at the international level.
Utilizing a coalitional viewpoint of organizational interaction across markets, this paper proposes that international exchange
environments are dimensioned by two critical factors: environmental constraints formed by cultural expectations and management
capability to resolve incongruent exchange demands on the international marketing organization. These factors are proposed
as determinants of a model of bribery behavior comprising four international exchange environments. Bribery activity in each
environment is examined as a form of “side payment substitution” for unresolvable demands, representing a rational response
to conflicting payment requirements and expectations. 相似文献
3.
在消费社会中,旅游营销的重点是针对旅游者的精神需求提供旅游产品的符号价值。在旅游符号营销过程中,创意成为影响编码与解码质量、决定营销活动绩效的重要因素。同时,旅游产品的固有属性、日趋激烈的竞争态势和日渐丰富的旅游消费经验推动旅游营销进入创意营销阶段。旅游创意营销是以创意为核心驱动力的营销理念,它以概念独特、形式新颖、绩效显著为外在表现,以创新理念、引导需求、提高价值为内在特征。究其实质,它是在运用创造性思维方式对旅游产品天然属性、旅游需求的文化属性和其他领域的相关要素进行组合而形成营销概念的基础上,借助现代大众媒体进行的价值创新与传播活动。 相似文献
4.
基于交换障碍克服视角的营销组合理论演变研究 总被引:1,自引:0,他引:1
在近50年的时间里,营销组合理论从经典的4Ps理论发展到今天最新的4Rs理论。从交换障碍克服的视角看营销组合理论的这一演变过程可以发现:随着交易环境的不断复杂化,许多潜在的市场力量逐渐凸显,从而不断引发新的交换障碍出现,这促使营销人员策划出各种营销组合来克服这些障碍,而营销实践的发展推动了营销组合理论的不断演变。 相似文献
5.
侯立慧 《山东工商学院学报》2002,16(4):349-353
以分析实施企业内部市场化管理的目的意义和企业内部市场核心理念为基础,确立企业内部市场化管理的核心要素。把企业内部市场化管理的核心要素确定为:每一个生产者都应该是经营者;每一种生产要素都有价格;每一天都知道经营效果;每一个市场行为都能有效控制和约束;每一件事都讲求投入产出;每一个经营网点都要有活力、有效益。以上这些内部市场化管理的核心要素完全符合内部市场核心理念要义,是对内部市场核心理念的扩展和具体化,对企业实施内部市场化管理能够提供具体指导。 相似文献
6.
Social exchange in marketing 总被引:1,自引:0,他引:1
Richard P. Bagozzi 《Journal of the Academy of Marketing Science》1975,3(3-4):314-327
Exchange is a fundamental and universal aspect of human behavior. Economic exchange models have dealt with the buying and
selling of material goods and services, while social exchange models have broadened their scope to include social and psychological
aspects of interactions. In its present form, however, the social exchange model exhibits serious shortcomings for the marketing
scholar and practitioner; it is largely atheoretical, unrealistic, narrow in applicability, and lacking in its depiction of
important facets of man's behavior. In light of these criticisms, the notion of an exchange system is proposed and illustrated
as an explanatory framework. Finally, it is suggested that marketing can be viewed as a component of the social system functioning
as both a cause and consequence of social change. 相似文献
7.
O. C. Ferrell Ph.D. Mary Zey-Ferrell Ph.D. 《Journal of the Academy of Marketing Science》1977,5(4):307-314
The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult
if not impossible to operationalize. The marketing discipline is facing an identity crisis because it is expanding its boundaries
to include all human exchange. The consequences of the blurred image of marketing will be confusion in research, teaching
and the practice of marketing. 相似文献
8.
Robert W. Palmatier Lisa K. Scheer Kenneth R. Evans Todd J. Arnold 《Journal of the Academy of Marketing Science》2008,36(2):174-190
Relationship marketing research and practice operate according to the paradigm that firms should invest in relationship marketing
to build better relationships, which will generate improved financial performance. However, findings that relationship marketing
efforts vary in their effectiveness across customers and may even be detrimental to performance challenge this belief. This
article, therefore, offers a theoretical model that addresses three key issues: 1) what factors determine a customer’s need
for relational governance (relationship orientation); 2) what mediating mechanism captures the negative effects of relationship
marketing on performance (exchange inefficiency); and 3) how does a customer’s relationship orientation determine the effectiveness
of relationship marketing, thus allowing for effective segmentation. The authors demonstrate in an empirical study that the
trust in the salesperson and exchange inefficiency both mediate the effect of relationship marketing on seller financial outcomes.
In addition, customers’ relationship orientation moderates the impact of relationship marketing on both trust and exchange
inefficiency. 相似文献
9.
交换与营销观念:一个营销理论的整合模型 总被引:1,自引:0,他引:1
张闯 《河北经贸大学学报》2008,29(3):59-67
现代营销哲学的形成与发展是以交换为核心的营销理论发展的逻辑结果。关系营销理论并不是对传统营销理论的替代,它是兴起于特定的市场领域。关系营销理论的关系范式实际上强调的是交换过程中对人与社会互动过程的关注,它不但没有超越现代营销哲学的范畴,更没有脱离"交换"这一营销学核心概念。 相似文献
10.
C. Jay Lambe Robert E. Spekman Shelby D. Hunt 《Journal of the Academy of Marketing Science》2000,28(2):212-225
Research on relational exchange has focused primarily on long-term, or “enduring,” relational exchange. The evolutionary model
of relationship development that is the foundation for much of the research on enduring relational exchange lacks applicability
for short-term, or “interimitic,” relational exchange. Interimistic relational exchange is defined as a close, collaborative,
fast-developing, short-lived exchange relationship in which companies pool their skills and/or resources to address a transient,
albeit important, business opportunity and/or threat. Because interimistic exchange relationships must quickly become functional
and have a short life, these relationships have less time to fully develop the relational governance mechanisms assumed in
the evolutionary model. There-fore, interimistic relational exchange appears to relymore on nonrelational mechanisms than does enduring relational exchange. This article (1) examines how interimistic relational
exchange governance differs from that of enduring relational exchange and (2) develops propositions for further research on
interimistic relational exchange.
C. Jay Lambe received his doctorate from the Darden School at the University of Virginia. He is an assistant professor of marketing at
Texas Tech University. Prior to entering academe, he was engaged in business-to-business marketing for both Xerox and AT&T.
His research interests include business-to-business marketing, relationship marketing, marketing strategy, and sales management.
He has publications in theJournal of Product Innovation Management, theEuropean Journal of Marketing, theJournal of Personal Selling and Sales Management, and theInternational Journal of Management Reviews. In 1999, he was one of five Texas Tech University faculty members chosen by the students for the annual Outstanding Faculty
Member Award.
Robert E. Spekman is the Tayloe Murphy Professor of Business Administration at the Darden School. He was formerly a professor of marketing
and associate director of the Center for Telecommunications at the University of Southern California (USC). He is a recognized
authority on business-to-business marketing and strategic alliances. His consulting experiences range from marketing research
and competitive analysis to strategic market planning, supply chain management, channels of distribution design and implementation,
and strategic partnering. He has taught in a number of executive programs in the United States, Canada, Latin America, Asia,
and Europe. He has edited/written seven books and has authored (coauthored) more than 80 articles and papers. He also serves
as a reviewer for a number of marketing and management journals as well as for the National Science Foundation. Prior to joining
the faculty at USC, he taught in the College of Business at the University of Maryland, College Park. During his tenure at
Maryland, he was granted the Most Distinguished Faculty Award by the MBA students on three separate occasions.
Shelby D. Hunt is the J. B. Hoskins and P. W. Horn Professor of Marketing at Texas Tech University, Lubbock, Texas. A past editor of theJournal of Marketing (1985–1987) and author ofModern Marketing Theory: Critical Issues in the Philosophy of Marketing Science (South-Western, 1991), he has written numerous articles on competitive theory, macro marketing, ethics, channels of distribution,
and marketing theory. Three of hisJournal of Marketing articles, “The Nature and Scope of Marketing” (1976), “General Theories and the Fundamental Explananda of Marketing” (1983),
and “The Comparative Advantage Theory of Competition” (1995) won the Harold H. Maynard Award for the “best article on marketing
theory”. He received the 1986 Paul D. Converse Award from the American Marketing Association for his “outstanding contributions
to theory and science in marketing”. He received the 1987 Outstanding Marketing Educator Award from the Academy of Marketing
Science and the 1992 American Marketing Association/Richard D. Irwin Distinguished Marketing Educator Award. His new and provocative
book is titledA General Theory of Competition: Resources, Competences, Productivity, Economic Growth (Sage, 2000). 相似文献
11.
Effective channel management control is necessary to marketing planning. The flow of power and exchange in distribution systems
has received extensive attention in the literature in recent years, however, internal structuring patterns precipitating these
interactions have received cursory attention. This paper presents an initial conceptualization of a social systems model which
illustrates why power phenomena exist and how these phenomena flow through role interactions among members of a channel of
distribution. Implications for managerial action are presented in which managers utilize sources of power which have the greatest
possibility of achieving control. 相似文献
12.
甘娅丽 《贵州商业高等专科学校学报》2013,(3):44-48
商贸企业是从事流通领域各种购销活动的企业,在组织形式上具有多样性,不同行业与企业业务活动不同,业务流程各异,从而业务活动关键控制点也不相同。因而研究如何有效对商贸企业主要经济活动实施内部控制成为主要课题,本文从阐述商贸企业的业务特点、商贸企业主要业务活动关键点及与内部控制关系分析入手,以GZ烟草进出口公司为例,实证剖析了商贸企业几个主要业务关键环节与关键点的控制。 相似文献
13.
岳琳 《南京财经大学学报》2000,(5)
引导市场营销方向的是顾客消费需求 ,市场营销的产品和活动只有在适合需求、实现顾客满意的情况下 ,才能顺利实现其交换和价值。当前我国的市场营销偏离了顾客满意这个中心 ,存在着许多误区。本文着重讨论了顾客满意对企业理念、质量策略、价格策略、分销渠道、促销和服务等营销策略的重要性以及如何制订营销策略。 相似文献
14.
The domain and theories of marketing have been expanding since the origins of the discipline. Since the 1970s marketing science
has been organized around the exchange paradigm. Marketing concepts apply to all forms of exchange, whether it is goods, services,
personages, places or ideas, and whether it is between individuals, for-profit and nonprofit firms, governments and NGOs.
Marketing theories evolved from a firm oriented view to encompass the exchanging dyad. More recently the paradigm expanded
to a network level of explanation, and relational theories have come to the fore. But even as the field struggles to grasp
its new fields of explanation, there is a Kuhnian shift happening at its boundaries. The shift significantly bends the marketing
worldview as well as the theoretical tools and methodologies we use to study it. In this paper we develop a three-tiered explanation
of the emerging field of marketing—its subphenomena (consumer experiences and sensory systems), its phenomena (marketing networks),
and its superphenomena (sustainability and development). 相似文献
15.
冯燕芳 《铜陵财经专科学校学报》2011,(1):37-38
在激烈的市场竞争环境下,企业文化及内部营销的整合有助于企业的经营和发展,促进营销战略的实施,进而获得更好的市场竞争力。文章通过企业文化的表现形式及其功能分析、企业内部营销分析,突出企业文化与内部营销在企业经营中的重要地位,提出整合的相关措施,促进企业营销战略水平的提升。 相似文献
16.
Changes in the theory of interorganizational relations in marketing: Toward a network paradigm 总被引:15,自引:0,他引:15
Ravi S. Achrol Ph.D. 《Journal of the Academy of Marketing Science》1997,25(1):56-71
The marketing environment in the 21st century promises to be knowledge rich and very turbulent. The classic, vertically integrated,
multidivisional organization, so successful in the 20th century, is unlikely to survive in such an environment. The evidence
indicates it will be replaced by new forms of network organization consisting of large numbers of functionally specialized
firms tied together in cooperative exchange relationships. This article explores the characteristics of four types of network
organization that may represent prototypes of the dominant organizations of the next century. These include the internal market
network, the vertical market network, the intermarket network, and the opportunity network. The economic rationale and the
types of coordination and control mechanisms driving network organizations are very distinct from those studied under the
current exchange or dyadic paradigm. This article analyses the kinds of changes involved in key variables and their meanings
in moving from a dyadic view of exchange to a network view.
Prior to joining the faculty of The George Washington University in 1991, he was on the faculty of the University of Notre
Dame. His areas of research interest include interorganization theory and marketing strategy. His articles have appeared in
theJournal of Marketing, Journal of Marketing Research, Social Science Research, Journal of Business Strategy, Journal of Public
Policy and Marketing, and various other publications. He is a member of the editorial review board of theJournal of Marketing. 相似文献
17.
施书林 《安徽商业高等专科学校学报》2014,(2):40-42
卷烟消费平台建设对消费者信息获取、分析及利用具有重要意义。马鞍山市烟草公司遵循信息收集、信息挖掘与分析、信息应用三大步骤,以信息交互系统、营销信息系统、营销决策系统、营销方案制定系统四个模块为主要建设内容,将"微映e家",零售终端经营管理平台扩展延伸到卷烟消费者行为研究领域,在消费者数据挖掘和应用方面取得了显著的效果。 相似文献
18.
Irina V. Kozlenkova Stephen A. Samaha Robert W. Palmatier 《Journal of the Academy of Marketing Science》2014,42(1):1-21
The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes. This article provides a comprehensive review of RBT, including a contemporary definitional foundation for relevant terms and assumptions and a synthesis of empirical findings from marketing literature. This multidimensional analysis of RBT also evaluates extant marketing research according to four perspectives: the marketing domains that use RBT, the characteristics and uses of market-based resources that differentiate it from other research contexts, the extension of RBT to the “marketing exchange” as a unit of analysis, and the connection of RBT to related theories. This analysis also reveals some common pitfalls associated with prior research, offers tentative guidelines on how to improve the use of RBT in marketing, and suggests research directions to advance the theorization and empirical testing of RBT in the future. 相似文献
19.
Contractual governance,relational governance,and the performance of interfirm service exchanges: The influence of boundary-spanner closeness 总被引:5,自引:0,他引:5
Ronald J. Ferguson Michèle Paulin Jasmin Bergeron 《Journal of the Academy of Marketing Science》2005,33(2):217-234
Academics and managers are confronted with reconciling the social and economic aspects of business-to-business exchanges.
In a service context, the authors investigate the relative importance of contractual and relational governance on exchange
performance and the influence of the boundary spanner on the implementation of these governance mechanisms and on exchange
performance. They test a model of the governance of commercial banking exchanges using interview data with both parties to
the exchange (the account manager as the bank’s boundary spanner and the business client). Relational governance is the predominant
governance mechanism associated with exchange performance. Contractual governance is also positively associated to exchange
performance, but to a much lesser extent. The closeness of the account manager to the client company in terms of information
gathering is also positively associated to exchange performance. However, this is mediated through both contractual and relational
governance mechanisms with relational governance being the stronger mechanism.
Ronald J. Ferguson (rferguson@jmsb.concordia.ca) is an associate professor of management and director of the John Molson MBA at Concordia University
(Montreal, Canada). He received his Ph.D. from the University of Michigan. During 25 years of research and management in the
health field, he published inCirculation, theAmerican Journal of Cardiology, and theAmerican Journal of Physiology. In recent years he has published in theEuropean Journal of Marketing, theInternational Journal of Service Industry Management, Managing Service Quality, and theInternational Journal of Bank Marketing. His current research interests focus on international studies of the effectiveness of relationship marketing and management
in the fields of health care, emerging biotechnology clusters, and commercial banking. He was coorganizer of the 2001 International
Colloquium in Relationship Marketing.
Michèle Paulin (mpaulin@jmsb.concordia.ca) is an associate professor in the John Molson School of Business at Concordia University. She
has a law degree from Sherbrooke University, an MBA from Concordia University, and a Ph.D. in marketing from the University
of Quebec at Montreal. Her research focuses on business-to-business relationships; service marketing; and service management
in the areas of commercial banking, health services, hospitality, and biotechnology industries in Canada, USA, Mexico, and
Europe. She has made presentations at major conferences such as the American Marketing Association, the Industrial Marketing
Purchasing group, the European Marketing Association Conferences, and the European Academy of Management. She was coorganizer
of the 2001 International Colloquium in Relationship Marketing. Her research has appeared in theEuropean Journal of Marketing, Managing Service Quality, theInternational Journal of Service Industry Management, and theInternational Journal of Bank Marketing.
Jasmin Bergeron (bergeron.jasmin@uqam.ca) is an associate professor of marketing at the University of Quebec at Montreal. He authored or
coauthored four marketing books, 20 case studies, and more than 10 articles in academic journals such as theJournal of Service Research and theJournal of Services Marketing. His research interests are in the areas of services marketing, relationship banking, and research methodology. He also serves
as a marketing consultant in professional selling, service quality, and bank marketing. 相似文献
20.
尹昱 《安徽工业大学学报(社会科学版)》2008,25(1):49-50
现代企业营销中的伦理问题存在于市场营销4Ps组合的各个方面,其出现的原因既有企业内部因素和个人因素,又有社会性因素。应针对企业营销的各方面不同的伦理问题采取相应的伦理化对策。 相似文献