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71.
Richard Mitchell Karise Hutchinson Barry Quinn Audrey Gilmore 《Journal of Marketing Management》2013,29(17-18):1818-1850
AbstractIt has become increasingly important for small to medium sized enterprise (SME) retailers to stand out in the current marketplace. Branding in SMEs is a growing area of academic interest, although the majority of studies have been based in the manufacturing sector. This study seeks to develop a framework of the characteristics, processes and dynamics of SME retailers. A qualitative research study was carried out with SME owner managers (OMs) over a period of 15 months. The findings extend the understanding of branding in SMEs in a number of ways. Firstly, it is found that SME retailers take a cautious approach to brand management, seeking to build loyalty, networks and relationships. Secondly, the holistic nature of SME retail branding presents a challenge to OMs who are resource-constrained. Thirdly, the soft, colloquial and intuitive approaches to brand equity appraisal are evident. Brand marketing is focused on word of mouth, which has implications for how OMs operationalise the brand around store experiences. Finally, the influence of the OM on branding decisions is clear. The key findings are discussed in relation to the retail context of the study, the centricity of the OMs in SME branding and entrepreneurial brand management. 相似文献
72.
Audrey 《中国对外贸易(英文版)》2008,(Z3)
In order to promote and consolidate trade cooperation between Mexico and China, on September 23,ProMexico and China's Investment Promotion Agency signed an agreement memorandum based upon bilateral business,in order to help reinforce investment between both nations. 相似文献
73.
Audrey Guo 《中国对外贸易(英文版)》2008,(2):52
In the end of 2007, Air China Limited (hereinafter "Air China") and Shanghai Airlines, formally joined Star Alliance at a ceremony held in the new Terminal Three at Beijing Capital International Airport. With the addition of the two Chinese airlines, Star Alliance now has 19 member carriers operating 17,000 daily flights to 897 destinations in 160 countries.…… 相似文献
74.
On April China's currency the Yuan opened at . against the U.S.Dollar compared to an exchange rate of .-to- on the previous day breaking the -yuan mark for the first time since the govemment un-pegged it from the Dollar in according to the China Foreign Exchange Trading System.…… 《中国对外贸易(英文版)》2008,(9):18-19
On April 10,China's currency,the Yuan,opened at 6.9920 against the U.S. Dollar,compared to an exchange rate of 7.0017-to-1 on the previous day,breaking the 7-yuan mark for the first time since the government un-pegged it from the Dollar in 2005,according to the China Foreign Exchange Trading System.Since the start of 2008,it has appreciated more than 18 percent;the breakthrough was an indication of the country's efforts to shift away from a heavy reliance on exports and foreign investment,in order to establish a more balanced trade structure. 相似文献
75.
Audrey 《中国对外贸易(英文版)》2008,(14)
Redefining Beijing For a long time Beijing has served as the political and cultural center for the country.While Shanghai and Shenzhen were encouraged to grow and reach their financial goals,Beijing cautiously dodged the label of a"financial center",in order to avoid the criticism of"redundant construc- tion".However,Beijing is the birthplace of China's financial policies.Due to its special geographic position and drive towards 相似文献
76.
77.
Existing research evidence generally leads to the conclusion that females are disadvantaged in terms of access to job-related training. This paper reconsiders the evidence for Australia using data collected as part of the 1993 Survey of Training and Education. The findings indicate that, while men could be expected to receive more training as a result of their labour market endowments, this is more than compensated for by a gender effect in favour of women. Comparison with results from an analysis of similar data for 1989 suggests a marked change in the pattern of training in favour of women. 相似文献
78.
A questionnaire was circulated at random to six sectors of the catering industry in Scotland. The types of convenience foods used, frequency of use, relative importance of several processing factors and customers' views of catering establishments were studied. Some fifteen ideas for ‘new’ products are listed, the main requirement being for higher quality products at lower cost. Most caterers feel that customers mainly look for value for money and good presentation. 相似文献
79.
We use data from indexed and nonindexed Canadian wage agreements to study the intracontract profile of nominal and real wages. Allowing for endogenous switching between the two indexation categories, we conclude that the number of nominal wage revisions depends on contract duration, expected inflation, and the cost of adjusting wages. Our results have implications for the menu cost, overlapping contracts, dynamic monopoly union, and efficient bargain literatures. 相似文献
80.
Global account management--which treats a multinational customer's operations as one integrated account, with coherent terms for pricing, product specifications, and service--has proliferated over the past decade. Yet according to the authors' research, only about a third of the suppliers that have offered GAM are pleased with the results. The unhappy majority may be suffering from confusion about when, how, and to whom to provide it. Yip, the director of research and innovation at Capgemini, and Bink, the head of marketing communications at Uxbridge College, have found that GAM can improve customer satisfaction by 20% or more and can raise both profits and revenues by at least 15% within just a few years of its introduction. They provide guidelines to help companies achieve similar results. The first steps are determining whether your products or services are appropriate for GAM, whether your customers want such a program, whether those customers are crucial to your strategy, and how GAM might affect your competitive advantage. If moving forward makes sense, the authors' exhibit, "A Scorecard for Selecting Global Accounts," can help you target the right customers. The final step is deciding which of three basic forms to offer: coordination GAM (in which national operations remain relatively strong), control GAM (in which the global operation and the national operations are fairly balanced), and separate GAM (in which a new business unit has total responsibility for global accounts). Given the difficulty and expense of providing multiple varieties, the vast majority of companies should initially customize just one---and they should be careful not to start with a choice that is too ambitious for either themselves or their customers to handle. 相似文献