Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

Scientific status and knowledge use: Two perspectives

Summary In summary, it is important, from time to time, to step back and consider the publication process, as it exists in marketing and as it operates forJAMS. As part of this consideration, the issue of journal quality is paramount. As mentioned above, there are many ways to assess journal quality, and each method has its advantages and its limitations. In the field of marketing, we have a long history of relying on perceptual data, and this tradition is reflected in methods that rely on expert ratings and rankings of journals. In our field, we also have a history of trying to collect “objective” or quantitative data, and methods that rely on citation counts fit into this tradition. Here, using contrasting but related methods, we report encouraging evidence about the growing status and reputation ofJAMS as an influential publication outlet for marketing scholarship.     

会计人员的责任对象及其定位探讨

文章结合新《会计法》对会计人员的责任对象及定位问题进行了较深入的探讨。     

论会计稳健原则

遵循稳健原则是财务会计界处理不确定性经济业务长期以来形成的惯例,至今仍然影响着会计中资产的计价和收益的确定.然而,人们对其在会计系统中的地位的质疑从来就没有停止过,尤其在会计实务中的运用,对稳健原则谋求变革的呼声甚高.稳健原则究竟何去何从?如何认识其新的时代内涵?以及在我国企业中何以实现适度稳健?本文拟作初步探讨,作抛砖引玉之用.     

Strategic profiles and performance: An empirical test of select key propositions

Competing theories on internal orientation versus external orientation are examined. The relevant theories are amalgamated and condensed into a number of competing propositions that are empirically tested. The findings suggest that the internally oriented businesses as well as the externally oriented businesses underperform the efficient, marketing oriented businesses.     

保险代理人之谜与保险代理人市场的规范

保险代理人是保险公司展业的主要力量,是整个保险业大厦的基础,对保险业的蓬勃发展起到了至关重要的作用。但耐人寻味的是,保险代理人却不是保险公司的正式员工,这就是所谓的“保险代理人之谜”。从交易费用经济学角度对“保险代理人之谜”作出的解释是:经济组织形式从原始态势向高级形式进化过程中自然选择的结果。解决这一问题的关键,一是完善保险代理人制度,加强对保险代理人的管理;二是要把签约成本降低到保险公司可以接受的水平。     

An empirical test of trust-building processes and outcomes in sales manager-salesperson relationships

This study examines three trust-building processes and outcomes in sales manager-salesperson relationships. This study, based on a sample of more than 400 business-to-business salespeoples from a variety of industries, shows two trust-building processes (predictive and identification) to be significantly related to salesperson trust in the sales manager. Interpersonal trust was found to be most strongly related to shared values and respect. Trust was directly related to job satisfaction and relationalism, and indirectly related to organizational commitment and turnover intention. Thomas G. Brashear (brashear@mktg.umass.edu) (Ph.D., Georgia State University) is an assistant professor of marketing in the Isenberg School of Management at the University of Massachusetts-Amherst. James S. Boles (jboles@gsu.edu) (Ph.D., Louisiana State University) is an associate professor of marketing in the Robinson College of Business at Georgia State University. His research has appeared in a variety of journals, including theJournal of Marketing, theJournal of Business Research, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Personal Selling and Sales Management, and theJournal of Applied Psychology. His areas of research interest include personal selling, sales management, key and strategic account management, and business relationships. Danny N. Bellenger (mktdnb@langate.gsu.edu) (Ph.D., University of Alabama) is currently chairman of the Marketing Department in the Robinson College of Business at Georgia State University. His research has appeared in a number of academic journals including theJournal of Marketing Research, theJournal of Marketing, theJournal of Advertising Research, theCalifornia Management Review, theJournal of Retailing, theJournal of Personal Selling and Sales Management, Industrial Marketing Management, and theJournal of Business Research. He has authored four monographs and four textbooks on marketing research, sales, and retailing. Charles M. Brooks (brooks@quinnipiac.edu) (Ph.D., Georgia State University) is an associate professor and chair of the Department of Marketing and Advertising at Quinnipiac University. His research has appeared in theJournal of Business Research, theJournal of Retailing, Marketing Theory, and theJournal of Marketing Theory and Practice.     

我们的小企业战略

船只海上航行有航标,飞机天上遨游有航线,同样企业的发展也具有路径依赖性.任何一个企业都不可能随心所欲地从事某种表面看上去很赚钱的经营.它最终都要立足于现实.大小企业无一例外.目前一个很普遍的现象是,小企业往往只信奉生存才是硬道理的教条,把战略目标仅仅只定位于赢利上,而没有长远的战略眼光.其实纵观国内外,大部分知名大企业的雏形无一不是白手起家的小企业,那么小企业又如何才能“出人头地”并“茁壮成长”呢？     

以"三个代表"为指导,加强"入世"后高校党的建设

中国加入WTO后,高校党的建设面临新的问题。一是西方不良社会思潮必将借助经济贸易影响当代大学生正确世界观、人生观、价值观的形成,二是国内经济及社会形势的变化也将影响大学生的正确思想的形成。高校党的建设必须依据新情况,以“三个代表”重要思想为指导,加强高校党的建设,发挥高校在建设社会主义物质文明、精神文明、政治文明中的重要作用。     

关于温州模式的深层次思考

"温州模式"的成功依赖于其独特的外部条件和内在动因.与其他地区客观环境的差异和自身发展的局限,使得"温州模式"在现阶段并不适合普遍地被我国其他地区所接受.只有当"温州模式"实现了新的转换,焕发出又一轮强大生命力时,其普遍性才能真正的体现出来.因此,就目前阶段而言,"温州模式"只具备可借鉴性,而不具备广泛意义上的普遍性.