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961.
Poul Houman Andersen Author Vitae 《Industrial Marketing Management》2005,34(3):285-297
More and more firms are recognizing the advantages of web-enhanced brand communities as a lever for relationship-marketing communication. Brand communities, not only provide companies with an additional communication channel, but also allow the possibility of establishing linkages to devoted users. So far, brand community has only been discussed in relation to B2C marketing. However, the effect of using web-enhanced brand communities in a B2B context may be even greater inasmuch as professional users have a strong and long-standing interest in exchanging product-related information. Based on the Coloplast case study, this contribution outlines a conceptual model for linking web-enhanced brand community activities and relationship building in B2B markets. 相似文献
962.
Shawn P. Daly Author Vitae Prithwiraj Nath Author Vitae 《Industrial Marketing Management》2005,34(2):157-166
Reverse auctions in logistics and procurement have grown dramatically since the advent of widespread Internet usage in the late 1990s. A literature review indicates that scholars and practitioners are reaching a consensus around a trade-off between the value and benefits of gaining lower prices versus losing long-term relationships with suppliers. Yet at the same time, a quiet evolution has come about in the economics and management literature, opening the way for new, more relationship-friendly auction designs. Based on this new work, a series of guidelines and principles are developed which describe how managers may collect the economic pricing advantage of reverse auctions—yet retain the long-term benefits of relationship marketing. 相似文献
963.
Michael Beverland Author Vitae 《Industrial Marketing Management》2005,34(6):577-589
The use of relationships is a key means of adapting to marketplace needs. Paradoxically deepening relational commitments lead to inertia through the institutionalisation of relationship norms, resulting in less marketplace adaptability over time. This article examines this paradox and identifies how firms manage the dual process of adapting within relationships, and to a changing external environment. Findings are based on 24 case studies of New Zealand wineries, supplemented by 20 network interviews. Relationships were used by the firms to adapt to the marketplace, and firms that formed deeper relationships placed themselves in a better competitive position vis-à-vis those that didn't, if they fit their relationship strategy to the demands of the environment. To avoid inertia firms needed to complement strong relational ties with weak market-based ties to gain insight into emerging trends. This informed decisions regarding further relational commitments, and helped strengthen their position within established networks. 相似文献
964.
Harold Z. Daniel Author Vitae Donald J. Hempel Author Vitae Author Vitae 《Industrial Marketing Management》2003,32(1):39-54
Technology-oriented companies involved in rapidly changing markets are interested in the value of collaborative efforts aimed at the realization of shared benefits, while spreading the costs and risks across multiple partners. The experiences and insights of participants in such ventures can contribute to the understanding of how to build more productive alliances. This study examines the project evaluation processes employed by the most successful industry-university research centers sponsored by the National Science Foundation. The delivery of highly satisfying research programs, as indicated by the industrial representatives, is defined as being successful. This paper focuses on the process management issues involved in the formulation and evaluation of research proposals, structural advantages and liabilities associated with the process, as well as the conditions/contexts that favor their application. These processes are strategically significant because they define the organization's research agenda, focus resource allocations by linking capabilities and commitments, and frame the performance assessment process. 相似文献
965.
David I Gilliland Author Vitae 《Industrial Marketing Management》2003,32(1):55-67
A recent focus on intermediary compensation underscores the need to organize the many complex incentives used by channel practitioners. Employing a grounded theory methodology, a channel incentives classification scheme is induced from 170 unique channel incentives used in 59 high technology suppliers' channel programs. The incentives are organized into 16 subcategories and 5 major categories: Credible Channel Policies, Market Development Support, Supplemental Contact, High-Powered Incentives, and End-User Encouragements. Each incentive subcategory is discussed as a means of controlling reseller behaviors. Also, the conditions that give rise to the implementation of incentives are investigated through four testable research propositions. 相似文献
966.
Irvine Clarke III Author Vitae Theresa B. Flaherty Author Vitae 《Industrial Marketing Management》2003,32(1):15-23
A portal development frenzy is sweeping through commerce in an attempt to capture the growing business-to-business (B2B) Internet market. However, the very tactics employed to attract users have blurred the significance and, consequently, the effective utilization of portals in B2B strategies. This research analyzes the development of portals to propose a classification based on the informational/transactional, horizontal/vertical, and public/private dimensions of portals. Clarification of portal dimensions should provide B2B marketing managers with a superior focus in the production of efficient portal strategies for achieving business objectives. Strategic implications for acquiring and maintaining users and a five-step approach for developing an effective B2B portal strategy are presented. 相似文献
967.
Arun Sharma Author Vitae Kishore Gopalakrishna Pillai Author Vitae 《Industrial Marketing Management》2003,32(8):623-626
The impetus for the special issue of Industrial Marketing Management is the importance of understanding the implications of transactional and relational strategies in business-to-business contexts. The objective of the special issue is to integrate conceptual and empirical research in this area. We highlight research that extends current thinking in the area to ensure that this special issue serves an impetus for future research on this important topic. 相似文献
968.
Wolfgang Ulaga Author Vitae 《Industrial Marketing Management》2003,32(8):677-693
Collaborative relationships in business markets are of growing importance to customers and suppliers alike. Customers need to decide whether to invest in a new supplier relationship, to maintain and develop a valued relationship, or to divest from a low-value relationship. Suppliers, in turn, face growing commoditization of products and seek to differentiate themselves through relationships. The measurement of value creation in buyer-seller relationships is still in its infancy, and a sound understanding of how firms create and deliver value in business relationships is needed. Emerging studies investigate relationship value based on dimensions derived from theory and lack a managerial perspective. Therefore, the present research explored relationship value from a grounded theory perspective. In-depth interviews with purchasing managers identified eight value drivers in manufacturer-supplier relationships. Implications for the measurement of the concept are discussed, and directions for further research are suggested. 相似文献
969.
B.Zafer ErdoganAuthor Vitae Michael J. BakerAuthor Vitae 《Industrial Marketing Management》2002,31(1):65-73
This article reports findings from a mail survey and field experiment that manipulated four follow-up techniques. Three hundred and twenty-eight non-respondents of a mail survey were systematically assigned (every fourth one) to four follow-up techniques: Original Replacement Follow-up (ORF); Photocopy Replacement Follow-up (PRF); Postcard Follow-up (PCF); and, Letter Follow-up (LTF). Findings indicate several statistically significant differences suggesting that there is a trade-off between the number of responses and cost per response. 相似文献
970.
The impact of purchase situation on salesperson communication behaviors in business markets 总被引:1,自引:0,他引:1
David A ReidAuthor Vitae Ellen Bolman PullinsAuthor VitaeRichard E PlankAuthor Vitae 《Industrial Marketing Management》2002,31(3):205-213
This research addresses the impact of purchase situation on sales communication behaviors used by the salesperson in business markets. We hypothesize that different sets of sales communication behaviors will be needed and vary for different purchasing situations. Measures of a salesperson's communication behaviors were tested for different types of purchase situations. Differences were found in the persuasiveness of the salesperson's getting, giving, and using information, depending on the type of purchase situation. These findings help support the value of salesperson adaptability, providing an important variable on which to adapt. 相似文献