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91.
New product positioning is an issue increasingly being considered by new products managers. An article on this topic by Crawford appeared in this Journal in 1985. Roberto Friedmann and Parker Lessig employ the concept of psychological meaning of products to discuss why and how Crawford's new product positioning typology affects the consumer. They present arguments to show that the psychological meaning of products and Crawford's typology address product positioning from complementary and converging perspectives. They also argue that psychological meaning of products can be a valuable managerial planning tool. 相似文献
92.
Avraham Shama Ph.D. 《Journal of the Academy of Marketing Science》1976,4(4):764-777
While the controversy concerning the validity and purpose of broadening the concept of marketing is still an ongoing one,
the present article focuses on the field of political marketing and compares its historical development with that of American
business. In doing so, it is shown that political marketing, viz., the process by which political candidates and ideas are
targeted at the voters in order to satisfy their political needs and thus gain their support, has gone through the stages
of (1) candidate orientation. (2) sales-management orientation, and is presently experiencing a transition to a (3) marketing
concept orientation. These orientations parallel the development in the orientation of American business from product to sales
to marketing focus. In addition, the article also suggests that marketing and political marketing share many basic concepts
and tools. Consequently, it is concluded that political marketing should be included within the boundaries of the existing
marketing theory.
The author would like to thank Professor Philip Kotler for his insightful comments on an earlier version of this paper, and
for his encouragement. 相似文献
93.
Ugur Yavas Ph.D. Glen Riecken Ph.D. Ravi Parameswaran Ph.D. 《Journal of the Academy of Marketing Science》1981,9(1-2):52-65
It should be noted that due to the composition of the sample, the specific findings of this study are not intended to be generalized
to the population. The results of the discriminant analysis, nevertheless, provide some evidence that socioeconomic variables
are more efficient than both organization-specific attitudes and personality variables in discriminating donors and nondonors.
The analyses also show that personality variables used in this study do not contribute to a separation of nondonor/donor groups.
Ford Motor Company
The authors gratefully acknowledge the research support of University Research Committee, Ball State University in this study. 相似文献
94.
J. Richard Jones D.B.A. Philip D. Cooper Ph.D. 《Journal of the Academy of Marketing Science》1981,9(1-2):28-39
Marketing practitioners in for-profit-making settings are typically well acquainted with what logistical decisions can do
for a marketing program and what marketing constraints can do to a logistics system. For the most part, however, the conceptual
tansfer from a product-oriented firm to a service-producing organization has been lacking and obviously not made in non-profit
marketing situations. This paper examines these areas and presents a creative expansion of the logistics decision-making area
into nonprofit marketing. Hopefully, this setting will encourage others to investigate non-profit areas and, in particular,
the interrelationships involved in the logistics area. 相似文献
95.
Steven J. Skinner D.B.A. O. C. Ferrell Ph.D. William M. Pride Ph.D. 《Journal of the Academy of Marketing Science》1984,12(1-2):106-114
A mail survey was conducted to empirically investigate contributions to charity as a method of stimulating responses to a
mail survey. The research design included a control group and four experimental groups with the following treatments: a prepayment
of $1.00 enclosed with the questionnaire (immediate personal reward), $1.00 promised upon return of the questionnaire with
the respondent identified (delayed personal reward, no anonymity), $1.00 promised upon return of the questionnaire with no
identification of the respondent (delayed personal reward, anonymity), and the promise of $1.00 contribution to a respondent-selected
charity (delayed non-personal reward). The $1.00 prepayment yielded a statistically significant higher response rate than
the $1.00 promised to charity or $1.00 promised upon return of the questionnaire. This study generally supports existing empirical
foudnations of equity theory. An immediate personal reward yields a higher response rate than a delayed personal or non-personal
reward. 相似文献
96.
Benoy Joseph Ph.D. Shailesh J. Vyas M.B.A. 《Journal of the Academy of Marketing Science》1984,12(1-2):159-175
Identifying innovative consumer segments remains an important goal for marketers of new products. This article examines the
merits of a recently developed marketing oriented scale, called “open processing”, which is purported to measure an individual's
openness or cautiousness tendencies with regard to new products, new sensations, new experiences, and information about them.
In a test of the scale's concurrent validity, using self reports of new product trail/purchase behavior among female shoppers,
the study found open processors to be more innovative than cautious processors, as was predicted. The study also explores
the relationships between open processing, innovative behavior, and various demographic variables. Results indicated that
(1) open processing is almost as strong a predictor of innovativeness as four commonly used demographic variables combined;
and (2) that open processing is an influential moderator of the relationship between demographics and innovative behavior.
Internorth, Inc. 相似文献
97.
Thomas L. Brown Ph.D. James W. Gentry D.B.A. 《Journal of the Academy of Marketing Science》1975,3(2):148-160
This study investigated both the amount of risk that consumers face in a new car purchase situation and the different types of strategies that they use to reduce that risk. The findings revealed that owners of different makes of cars perceive varying amounts of risk to be associated with the purchase of a new car. However, no significant differences in the overall amounts of risk associated with the different purchase situations were found. Also it was found that different strategies for reducing the risk were utilized by the different car ownership groups. 相似文献
98.
George Tesar Gerald G. Udell Ph.D. G. M. Naidu Ph.D. 《Journal of the Academy of Marketing Science》1974,2(4):642-650
The energy and environmental crises are important problems facing the United States today. With less than 6% of the world's
population, the U.S. accounts for 47% of the world's automobiles and nearly 35% of the total energy demand. Automobiles consume
nearly 14.5% of the total energy demand and are the major source of air pollution. Whiel there are many potential solutions
for the energy and environmental crises, this paper specifically focuses on how the electric car can be a partial answer to
the complex problem of personal transportation. The paper specifically discusses the role of marketing in bridging the gap
between technology and the consumer. On the basis of an extensive exploratory study, the authors contend that there is sufficient
interest among consumers for an economical, pollution-free, electric car. Understanding the consumer's need and developing
a product that is feasible, considering existing technology, is the role that marketing must play. 相似文献
99.
John C. Cox Ph.D. D. Wayne Norvell D.B.A. 《Journal of the Academy of Marketing Science》1974,2(1):223-229
A re-evaluation of the marketing concept appears to be in the making. The focus of research designed to facilitate this re-evaluation
is likely to be of considerable importance to the future development of marketing theory. Research designed to better define
the role and scope of the marketing concept seems to offer the most promise. Such research would be an aid to determining
where the marketing concept should fit into a comprehensive theory of marketing. Limitations of the marketing concept are
well documented in the literature suggesting a need for a broader framework of marketing theory. It seems imperative that
academicians accept the responsibility for developing a more comprehensive general theory of marketing, one relevant to both
the micro and macro aspects of a functioning system. Such flexibility seems to be a minimal requirement. 相似文献
100.
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