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121.
An exploratory study into brand alignment in B2B relationships 总被引:1,自引:0,他引:1
Colin Campbell Author Vitae Lisa Papania Author Vitae 《Industrial Marketing Management》2010,39(5):712-720
B2B relationships are characterized by strategic partnerships between firms and the suppliers of goods and services integral to their offerings. Failure to choose the right partner could jeopardize the survival of both partners. While a number of studies suggest that partnering firms need to be aligned operationally, few studies look at whether there should be alignment between the brands of firms and their suppliers. Therefore, we build on existing studies on sexual selection to develop a theory of whether similarity in brand attributes affects the success of B2B relationships. We propose that firms wishing to portray particular brand images to their customers choose suppliers whose images mirror their own. To develop our proposition, we investigate the brand personality alignment between well-known firms and their suppliers in four industries. The findings of our analysis have significant implications for scholars and managers interested in the nature and success of B2B partnerships. 相似文献
122.
Nan Zhou Author Vitae Guijun Zhuang Author Vitae Leslie Sai-chung Yip Author Vitae 《Industrial Marketing Management》2007,36(3):309-321
Although many firms have adopted the relational exchange or relationship marketing philosophy for developing long-term inter-firm relationships in marketing channels, the issues pertaining to channel conflict still deserve further investigation. The purpose of this paper is to examine the possible impact of perceptual difference of dependence between members in channel dyads on perceived channel conflict. By analyzing paired data collected from both sides of supplier-retailer dyads in China, we test two hypotheses about perceptual difference of dependence and its impact on conflict. We found that there was considerable perceptual difference of dependence between both sides of the dyads, and that the perceptual difference of dependence asymmetry between the two was positively associated with channel conflict perceived by the supplier side. Both researchers and practitioners should be aware of such differences when confronted with channel conflict issues, especially in international channel settings. 相似文献
123.
Relational selling strategy and key account managers' relational behaviors: An exploratory study 总被引:1,自引:0,他引:1
Paolo Guenzi Author Vitae Catherine Pardo Author Vitae Laurent Georges Author Vitae 《Industrial Marketing Management》2007,36(1):121-133
Many companies see key account management as a potentially successful way to implement a relational strategy. Nevertheless, the literature suggests that strategy implementation at the sales force level is difficult to achieve, mainly because salespeople may not understand - nor accept - what they are requested to do. Despite their relevance, behaviors of key account managers have poorly been investigated. This article defines and tests a model of relational selling behaviors from the part of key account managers. Results show that the perception of the adoption of a relational selling strategy is associated with some specific key account managers' behaviors (customer-oriented selling, adaptive selling and team selling), but not with others (organizational citizenship behaviors). These findings suggest that potential discrepancies can exist between a relational selling strategy and its implementation at the key account manager level. Based on these results, theoretical and managerial implications are discussed. 相似文献
124.
María Leticia Santos-Vijande Author Vitae 《Industrial Marketing Management》2005,34(3):187-202
This paper discusses the relationship between market orientation and organizational learning and, in particular, the former's contribution to the generation of double-loop learning. Although prior contributions on this topic have been controversial, the authors, departing from the principles of RBV, consider market orientation a resource capable of generating higher order organizational learning and, in this way, capable of additionally reinforcing firms' sustainable competitive advantage. The empirical study provides evidence on the existing relationship between a firm's learning and market orientation degree and the organization's economic and non-economic results. Findings indicate that learning orientation stimulates the market-oriented behavior and that it also positively affects the establishment of long-term relationships with strategic clients. Contrary to prior research a significant and positive effect on business performance is only contrasted in the case of market orientation. 相似文献
125.
Empathy is a key trait distinguishing social entrepreneurs from traditional entrepreneurs, and an important antecedent of social entrepreneurial (SE) intentions. Yet, little research explains the mechanisms through which empathy motivates SE intentions. We argue that studying the link between the prosocial trait of empathy and the prosocial outcome of SE intentions requires a prosocial lens that traditional entrepreneurial intent theories cannot offer. Building on prosocial motives research, we propose that empathy explains SE intentions through two complementary mechanisms: self-efficacy (an agentic mechanism), and social worth (a communal mechanism). We find support for our hypotheses in a study of 281 university students. 相似文献
126.
127.
Rodrigo Guesalaga Author Vitae Wesley Johnston Author Vitae 《Industrial Marketing Management》2010,39(7):1063-1068
This research contrasts the academic literature on key account management (KAM) with the topics in this subject that are most critical to practitioners. Sixty four academic articles published in 17 journals, and ninety practitioners' articles appearing in the Velocity Magazine — published by the Strategic Account Management Association — were content analyzed and classified under ten ‘topic’ categories. Similarities and differences in the results for academics and practitioners are discussed. In addition, two specific topics were identified as being extremely important to managers but still under-researched by academics: the role of senior management in KAM, and the importance of internal alignment in determining KAM success. 相似文献
128.
Galina Biedenbach Author Vitae Maria Bengtsson Author Vitae Joakim Wincent Author Vitae 《Industrial Marketing Management》2011,40(7):1093-1102
The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer-employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer-employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer-employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting. 相似文献
129.
Óscar González-Benito Author Vitae 《Industrial Marketing Management》2005,34(8):797-829
The relationship between market orientation and organizational performance has been the focus of many studies for the last few years. The conclusions reported are very diverse and even contradictory. This ambiguity is reinforced to some extent by the high degree of methodological heterogeneity in the definition and measure of market orientation and organizational performance and the empirical formalization of the relationship between both concepts. This study tackles this question by comparing different methodological approaches. Three key aspects are considered: (1) cultural and operational approaches for measuring market orientation; (2) objective and subjective measures of performance; and (3) the source of information in the organization, specifically the perspective of production and operations. The results obtained from a sample of Spanish industrial firms show a stronger positive relationship for operational market orientation and subjective performance. Moreover, the adoption of ‘operational recipes’ of market orientation by the production and operations function seems to improve organizational performance regardless of the existence of any cultural support for market orientation. 相似文献
130.
Martin GrenAuthor Vitae 《Annals of Tourism Research》2012,39(1):155-170
Given that tourism is an “earthly business”, why is it that the Earth rarely explicitly appears in tourism studies and tourism theory? In an attempt to grapple with this paradox, this paper seeks to contribute to a conceptual re-cognition of the Earth in tourism theory by probing some theoretical obstacles and possibilities. The paper demonstrates how the Earth has been conceptually erased in tourism theory by a privileging of the mapping of tourism and tourists onto the reference plane of the social. As an alternative the paper seeks to provide a geo-philosophically informed conceptualisation of the Earth as a primary plane of reference of which tourism is a particular form of de/re-territorialisation. 相似文献