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排序方式: 共有97条查询结果,搜索用时 31 毫秒
51.
Pradeep?BhardwajEmail author Sridhar?Balasubramanian 《Quantitative Marketing and Economics》2005,3(3):247-279
The existing literature has examined how manufacturers can enhance profits by employing specific channel structures and channel coordination mechanisms. In this paper, we examine the implications of strategically designed managerial incentives for channel performance in a duopoly. We first analyze how equilibrium outcomes (especially manufacturer profits) are altered when the manufacturers provide their channel managers with strategically designed incentives. Following that, we examine how optimal channel structure decisions are altered when manufacturers provide their managers with strategic incentives, i.e., we examine how strategic incentives moderate optimal channel structure decisions. In contrast with the existing literature, we find that an asymmetric channel structure with one manufacturer employing a profit-maximizing retailer and the other integrated manufacturer providing strategic incentives for the channel manager in charge of pricing, is an equilibrium outcome under certain conditions. We then compare how the implications of strategic incentives differ from those of channel structure decisions and channel coordination initiatives, and discuss when and why strategic incentives yield superior outcomes from the manufacturer’s perspective. Our results shed light on the sparsely researched role of managerial incentives in the channel context. 相似文献
52.
Modeling and Forecasting the Sales of Technology Products 总被引:1,自引:0,他引:1
Managers in technology product markets require sales response models that provide substantive insights into the effects of marketing activities as well as reliable sales forecasts. Such markets are characterized by frequent introductions and withdrawals of multiple models by different companies. Thus, the data available on the performance of any individual model is scarce. A second characteristic is that the effects of product attributes and marketing activities could change over time as different types of consumers participate in the market at different points in time. Given sparse data, it becomes critical to specify a model that allows pooling of information across brand-models while at the same time providing brand-model specific parameters. We accomplish this via a hierarchical Bayesian model specification. Further, to capture the effects of changing consumer preferences over time, we specify a time varying parameter model. Our modeling framework therefore, integrates a hierarchical Bayesian model within a time varying parameter framework to develop a dynamic hierarchical Bayesian model. We employ data on digital cameras in the U.S. market to estimate the parameters of our proposed model. We use thirty-three months of national level data on the digital camera market with the data series beginning very close to the inception of this product category. We find that while there is little variation in reliance of benefits by early adopters, the second wave of adopters focus on Ease of Use followed by later adopters who rely on Storage and Image Quality. Looking at the elasticities of demand with respect to the various benefits, we find that at around the halfway point of our data series, the industry as a whole would have been better off investing in increasing image quality rather than storage if costs associated with the two are equal. However, at the end of the time horizon both benefits appear to have about equal impact. Further, the relative benefits of improving these attributes vary across brands and points in time. We then generate single period and multiple period ahead sales forecasts. We make different assumptions about information availability and find that the average (across brand-models and time) MAPE ranges from 7.5 to 14.5% for the model. We provide extensive comparisons of our model with 4 potential alternatives and find that our model outperforms these alternatives on the nature of substantive insights obtained as well as in forecasting out-of-sample especially when there is a very short time window of data. 相似文献
53.
Pradeep K. Chintagunta 《Marketing Letters》1996,7(4):319-328
Market structure has been characterized by the locations of brands in the perceptual space of households (perceptual map) and the importance weights associated with the attributes of this map. It is hypothesized that a line extension or a new brand introduced into this market could potentially affect the brand locations or the importance weights. We show how a simple extension of a recent approach to market structure analysis enables us to empirically identify which, if any, of these two aspects of market structure is affected by the line extension or new brand. An empirical application to the detergent product market is provided. 相似文献
54.
This article presents the results of a study of the attitudes of chief executives regarding issue advertising. The study used a set of four issue advertisements representing varying degrees of self-interest. The results indicate marked differences between business leaders in their perceptions of both the usefulness and favourability of different issue advertising messages. 相似文献
55.
This paper describes how the development of the microelectronics industry in Taiwan has followed an evolutionary path that eventually led to the formation of the ‘Triple-alliance’. The ‘Triple-alliance’ model postulates that a nation's industrialization is fundamentally underpinned by the arrangement of three distinct institutions: state bureaucracy, domestic business groups and multinational corporations. The paper delineates the role of each participating institution in the context of Taiwan's microelectronics industry, and discusses the interaction between domestic and foreign institutions to demonstrate how the alliance facilitates the transfer and absorption of technology. Using the creation of the flat panel display industry in Taiwan as an example, the paper shows that understanding the interactions among these three institutions is essential for uncovering how technology-intensive industries are created in late-industrializing countries. The paper adopts an evolutionary approach in tracing how the web of linkages and alliances among these three institutions has led to the successful creation of Taiwan's technology-intensive flat panel display industry. 相似文献
56.
57.
Desarbo Wayne Ansari Asim Chintagunta Pradeep Himmelberg Charles Jedidi Kamel Johnson Richard Kamakura Wagner Lenk Peter Srinivasan Kannan Wedel Michel 《Marketing Letters》1997,8(3):335-348
We define sources of heterogeneity in consumer utility functions relatedto individual differences in response tendencies, drivers of utility, formof the consumer utility function, perceptions of attributes, statedependencies, and stochasticity. A variety of alternative modelingapproaches are reviewed that accommodate subsets of these various sourcesincluding clusterwise regression, latent structure models, compounddistributions, random coefficients models, etc. We conclude by defining anumber of promising research areas in this field. 相似文献
58.
Dubé Jean-PIerre Chintagunta Pradeep Petrin Amil Bronnenberg Bart Goettler Ron Seetharaman P. B. Sudhir K. Thomadsen Raphael Zhao Ying 《Marketing Letters》2002,13(3):207-220
A growing body of empirical literature uses structurally-derived economic models to study the nature of competition and to measure explicitly the economic impact of strategic policies. While several approaches have been proposed, the discrete choice demand system has experienced wide usage. The heterogeneous, or mixed, logit in particular has been widely applied due to its parsimonious structure and its ability to capture flexibly substitution patterns for a large number of differentiated products.We outline the derivation of the heterogeneous logit demand system. We then present a number of applications of such models to various data sources. Finally, we conclude with a discussion of directions for future research in this area. 相似文献
59.
Julian Villanueva Pradeep Bhardwaj Sridhar Balasubramanian Yuxin Chen 《Quantitative Marketing and Economics》2007,5(2):99-129
Researchers and business thought leaders have emphasized that firms must think and act with a long-term horizon when managing
customer relationships. We demonstrate that, in contrast to this widely held view, profits in competitive environments may
be maximized when firms ignore the future and instead maximize period-by-period profits from customers. Intuitively, while
a long-term focus yields more loyal customers, it greatly increases short-term price competition to gain and keep customers.
Consequently, overall firm profits and customer lifetime value may be lower when firms directly maximize multi-period profits
from customers. Specifically, we analyze a model with segment-level pricing where firms in a duopoly can choose between period-by-period
and multi-period profit maximization and demonstrate that, in many cases, a symmetric focus on period-by-period profit maximization
emerges as the Pareto-dominant Nash equilibrium. We extend the model in two directions. First, we demonstrate that this superiority
of the short-term focus endures even when a revenue expansion effect applies—that is, when customer loyalty leads to enhanced
revenues. Second, we examine the case where customers are strategic and incorporate the long-term implications of their choices
into their decision-making. Here we demonstrate that it may pay for firms to be myopic even when customers are strategic.
The focus on multi-period surplus makes customers less price sensitive to price variations at the early stage of the game.
Consequently, the focus on maximizing period-by-period profits enables the firms to charge higher upfront prices and leverage
this lower price sensitivity into higher profits. Overall, our results highlight the paradox that, when it comes to managing
customer relationships in competitive environments, a short-term focus may constitute the optimal long-term strategy.
相似文献
Yuxin Chen (Corresponding author)Email: |
60.
To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993) belief model is tested via structural equation modelling. The results suggest the model is a robust Web advertising effectiveness measurement tool. Underlying the study are the hypotheses that Web users' attitudes towards Web advertising are a function of several belief factors and influence users' behavioural intention. Results indicate the belief factors—product information, hedonic pleasure, and social role and image—related positively to subjects' attitudes towards Web advertising. Web users' beliefs about materialism, falsity/no sense and value corruption related negatively to their attitudes towards Web advertising. Web advertising attitudes impacted on reported behaviour towards Web advertising such that the more positive Web users' attitudes were towards Web advertising, the greater the likelihood that they would respond favourably to Web ads. In addition, the higher the respondents' income and education, the more negative their reported behaviour towards Web advertising. 相似文献