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.     

全球化时代上层建筑的新特点

全球化时代上层建筑的结构和功能发生了巨大变化并产生出许多新特点。这表现为全球性治理和超国家治理的趋势,国际社会和民族国家在政治影响上互动,非政府组织的大量生长,民主管理职能的增强以及与经济基础混合生长。     

创办财税咨询公司,将会计专业办得更有特色

如何将我院的会计专业办出自己的特色,使其成为重点专业、品牌专业,经过调查研究,根据社会的需要和我们的教学对象,以及自身的条件,我院财经系决定以创办财税咨询公司为突破口。因为,创办财税咨询公司有五个方面的作用:一是能加强会计专业实践基地的建设;二是能加快“双师型”教师的培养步伐;三是为会计专业实现产学研相结合提供了平台;四是能促进精品课程和重点专业的建设;五是能将会计专业推向社会,提高毕业生的就业率。     

Globalization, marketing resources, and performance: Evidence from China

Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies. Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging economy (China) and explores the moderating effect of globalization on this link. Specifically, the authors develop several hypotheses highlighting the moderating role of globalization activities (global product sourcing, global market seeking, and global partnership) on the link between marketing resources (market orientation, entrepreneurial orientation, and innovative capability) and firm performance. The findings of the moderating role of globalization provide several important implications for marketing theory development and managerial practice. Xueming Luo (luoxm@uta.edu) is an assistant professor in the Department of Marketing in the College of Business Administration at the University of Texas at Arlington. Before joining the University of Texas at Arlington faculty, he was on the faculty of the State University of New York at Fredonia. His research has appeared in various journals, including theJournal of Business Research, the International Journal of Research in Marketing, the Journal of Advertising Research, the Journal of Interactive Advertising, and Industrial Marketing Management. K. Sivakumar (Ph.D., Syracuse University; k.sivakumar@lehigh. edu) is the Arthur Tauck Professor of International Marketing & Logistics and a professor of marketing at Lehigh University. Prior to joining Lehigh in 2001, he spent 9 years at the University of Illinois in Chicago. His research interests include pricing, global marketing, and innovation management. His research has been published or is forthcoming in theJournal of the Academy of Marketing Science, the Journal of Marketing, the Journal of International Business Studies, Decision Sciences Journal, Marketing Letters, the Journal of Business Research, International Marketing Review, the Journal of Product Innovation Management, Pricing Strategy & Practice: An International Journal, Psychology & Marketing, and other publications. He has won several awards for his research (including theDonald Lehman Award) and is on the editorial board of several scholarly journals. He has won outstanding reviewer awards from two journals. Sandra S. Liu (liuss@purdue.edu) is an associate professor in the Department of Consumer Sciences and Retailing at Purdue University. She received her Ph.D. from the University of London, and her current research interest focuses on strategic marketing issues in the context of customer contact, including knowledge management in a corporation in transition and sales management in a knowledge economy. With her extensive industry experience, she has written a number of books and journal articles, which have appeared in theInternational Journal of Research in Marketing, the Journal of Business Research, theEuropean Journal of Marketing, Marketing Intelligence and Planning, among others.     

基于交易费用理论的企业边界纵向一体化研究

交易费用理论认为，企业的最优边界在市场费用等于企业协调成本那一点，交易费用中的企业规模实质上是企业的纵向规模即纵向边界，企业纵向规模的扩张主要通过纵向一体化来实现。虽然纵向一体化能够有效地削弱人的机会主义和有限理性，克服不确定性，降低交易成本，但它并不必然是企业发展的一种好办法，企业发展到一定阶段，纵向分拆策略是有效的。企业的纵向边界呈现扩张与收缩交互进行的局面。     

中国现代企业制度建设研究(II):目标创新

遵循历史与逻辑相统一的原则,以哈耶克的“社会秩序二元观”视角和新经济社会学的“社会建构”视角观照中国的企业制度变迁过程,发现中国的现代企业制度建设既是一种“过程创新”,也是一种“目标创新”,因而中国特色的企业制度将会是一种必然。重点研究作为“目标创新”的中国现代企业制度建设。     

论新形势下经济特区的发展

建设有中国特色社会主义是前无古人的崭新事业,需要我们在实践中不断探索、不断试验、开拓前进。在创新的前提下,经济特区应运而生,并取得了超前的发展。创新把经济特区与有中国特色社会主义紧密地联系在了一起。在建立社会主义市场经济体制的新形势下,经济特区改革的方向和策略也应作出相应的调整,以继续保持特区的特色,继续走在全国改革和发展的前列。     

试论循环经济价值链及其运行

企业必须按照自然生态体系，将经济活动高效有序地组织成一个循环经济模式，实现以最小的资源消耗，最小的污染获取最大的发展效益。循环经济的正常运行，必须有价值链的支持，因此，循环型产业的价值形成机制是循环经济持续发展的关键。企业是实施循环经济的最终策动力和执行主体。因此，循环经济特别是循环经济价值链能否形成已成为企业持续发展的重要因素。     

国有公司财务监督问题研究

现行的国有公司财务监督中缺少真正代表国有资本所有者行使监督职权的机构和人员，董事会、监事会和财务人员管理体制的缺陷以及外部审计监督的不力使得国有公司经营管理者有机会违规获取个人利益，结果必然导致国有资产流失。应考虑建立国有公司出资者监督代表的再监督制度和对财务监督人员的激励约束制度，推行国有公司年报审计的公开招标制。     

会计国际化背景下的我国会计信息质量特征研究

会计信息质量特征是财务会计概念框架的重要组成部分。本文采用规范分析方法对西方国家的会计信息质量特征进行了国际比较，并结合实证研究结论对影响我国财务会计信息质量特征的因素进行了现状分析。最后指出在当前特殊的环境下确立我国财务会计信息质量特征体系，应该同时兼顾国际协调与中国特色，建议在透明度的总体要求下，依次将会计信息质量特征设定为：可靠性，相关性，充分披露。