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.     

理论创新与市场价值论

市场经济取代计划经济具有客观必然性,市场经济体制下只能由市场决定(初次)分配,每个劳动力、每项产出的价值只能由市场(社会需求)来认定,凡是有需要(需求)的,即是有价值的,没有需求的供给(劳动)是无价值的。只有(活)劳动才创造价值的观点既不符合事实,也不符合逻辑。创造财富的所有要素均有各自的贡献份额,劳动价值论即使在计划经济条件下都不具有可操作性。劳动价值论必须转变为市场价值论。     

顾客满意策略与顾客满意营销

在情感消费时代，企业不再以质量达标、自己满意为经营理念，而是以顾客满意、赢得顾客高度忠诚为经营理念。企业营销策略不再以争取或保持市场占有率为主，而是以保持顾客份额和顾客忠诚为主。而顾客满意策略正是企业获取顾客“货币选票”的制胜法宝。以顾客至上为理念，让顾客参与产品设计、提供全程高附加值的服务、个性服务、培育顾客忠诚，是CS时代顾客满意营销的主要策略。     

美国对员工股票期权的会计处理及其启示

美国推行采用公允价值计价对员工股票期权进行会计处理，引起了广泛争议。我国目前采用公允价值计价的条件尚不成熟，可用内在价值法计价，并加强披露，对员工股票期权进行会计处理。     

事项法会计必然取代价值法会计

通过分析事项法与现行价值法的本质差异,揭示了价值法会计的局限性以及在知识经济条件下面临的挑战。根据知识经济时代社会经济环境和使用者信息需求的变化,论证了事项法会计必将取代价值法会计,领导知识经济时代会计的改革方向。     

战略联盟类型与核心竞争力的匹配及其启示

通过对战略联盟与核心竞争力之间存在的二难困境——加盟企业以其自身的核心竞争力投入战略联盟，从中受益的同时，也有可能因盟友的学习而丧失其竞争优势——的分析，以战略联盟形态划分和核心竞争力的分类为基础，构建了二者的匹配框架，并提出其对企业的几点启示。     

虚开增值税专用发票开票者犯罪认定难题探析

虚开增值税专用发票的主体一般分为开票者、受票者和介绍者,其中以"开票者"的认定最为复杂.文章主要针对司法实践中本罪的主体之一开票者认定上存在的一些问题进行分析探讨.     

以社会主义核心价值体系推进民企文化建设

建设和谐文化是构建社会主义和谐社会的重要任务，社会主义核心价值体系是建设和谐文化的根本；以社会主义核心价值体系指导民营企业文化建设具有重要性和紧迫性；以社会主义核心价值体系推进民营企业文化建设必须从两方面入手，构建以社会主义核心价值体系推进民营企业文化建设的理论框架。     

Brands matter: An empirical demonstration of the creation of shareholder value through branding

This research responds to the attendant need for empirical evidence pertaining to how marketing affects firm performance. Using the Fama-French method, common in finance, and a leading marketplace measure of a brand’s financial equity value, the authors provide empirical evidence for the branding-shareholder value creation link. The results extend previous research by showing that strong brands not only deliver greater returns to stockholders than does a relevant benchmark but do so with less risk This finding holds even when market share and firm size are considered. Barclays Global Investors Thomas J. Madden is a professor of marketing and director of the Professional MBA/Executive International MBA programs at the Moore School of Business, University of South Carolina. His research focuses on the measurement of brand meaning, marketing metrics, and value-based marketing strategies. His research has appeared in theJournal of Marketing Research, theJournal of Marketing, and theJournal of Consumer Behavior. Frank Fehle (frank.fehle@barclaysglobal.com) is the head of Europe Equity Research at Barclays Global Investors in London, United Kingdom. Previously, he was an assistant professor of finance at the University of South Carolina. His research focuses on empirical asset pricing, market microstructure, risk management, and derivatives. His work has appeared in theJournal of Financial Economics, theJournal of Futures Markets, theJournal of Economics and Business, theReview of Quantitative Finance and Accounting, among other journals and conference proceedings. Susan Fournier is an associate professor of marketing at Boston University. Her research focuses on branding and brand relationship marketing. Current projects explore person-brands, resonance as a moderator of the brand meaning → brand strength connection, the types of relationships consumers form with brands, and dynamic processes of relationship development and evolution. She served for 9 years on the Harvard Business School faculty and 2 years as a visitor at Dartmouth College. She consults with a range of companies to inform her teaching, case development, and research.     

基于动态竞争优势的价值链管理模式构建

本文首先从速度经济时代的现实出发引出企业动态竞争优势和价值链管理;其次指出了传统价值链管理的局限;再次,阐述了基于竞争优势的价值链管理理论演进;最后,构建了基于动态竞争优势的价值链管理模式。