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101.
Ignacio Rodríguez del Bosque Rodríguez Author Vitae 《Industrial Marketing Management》2006,35(6):666-675
The aim of this work is to examine the dimensions of satisfaction in manufacturer-distributor relationships as well as identifying the antecedents of both the economic and the non-economic dimensions of satisfaction. A literature review about satisfaction in marketing channels is followed by quantitative research into how this interchange process is perceived by food product distributors in their relationships with manufacturers. The results provide strong support for the impact of communication, trust and commitment on satisfaction, as well as the interrelationships among the economic and the non-economic dimensions of satisfaction. Theoretical and managerial implications are extracted from these findings. 相似文献
102.
Gopalkrishnan R. Iyer Author Vitae Arun Sharma Author Vitae Heiner Evanschitzky Author Vitae 《Industrial Marketing Management》2006,35(5):611-620
The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications. 相似文献
103.
煤炭企业作为市场经营活动的主体 ,在竞争的环境下必须搞好煤炭营销“龙头”工作。煤炭市场营销是一个完整而科学的体系 ,其中的煤炭市场环境分析、用目标市场选择、煤炭营销组合设计则是这一体系中的“三大支柱” ,必须予以高度重视 ,以保证煤炭产品的适销对路和运销过程的快速、高效 相似文献
104.
The adoption of sophisticated supply chain innovations by trading partners in global channels of distribution is often limited by the institutional context of the international transaction. In particular, the regulatory, normative, and cultural-cognitive elements of institutional environments around the world can enhance or inhibit the ability of trading partners to craft the contractual, ownership, and social elements of institutional arrangements required by an innovation. Because supply chain innovations often require costly, new investments and activity sets, firms may be reluctant to participate in an innovation unless a new institutional arrangement can be crafted to provide adequate safeguards and guarantees. A conceptual model is developed to explain the role of institutions in the successful deployment of supply chain innovations in global marketing channels. 相似文献
105.
Much published work over the years has pointed to the differences between business-to-consumer (B2C) and business-to-business (B2B) marketing. An undesirable by-product of this sometimes misdirected distinction is that managers working within B2B environments have generally not considered the use of what are seen as B2C techniques, such as multivariate statistical analysis. This article is structured in three parts. First, the argument for the similarities between B2B and B2C marketing is developed; second, three different multivariate statistical techniques are presented and combined to form a practical tool kit for use by B2B managers on strategic, operational, and tactical levels; and third, the results of an application of the techniques in the life science research chemicals industry is reported, demonstrating that the tool kit substantially enhanced managerial understanding of customer decision processes. 相似文献
106.
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108.
María Leticia Santos-Vijande Author Vitae 《Industrial Marketing Management》2005,34(3):187-202
This paper discusses the relationship between market orientation and organizational learning and, in particular, the former's contribution to the generation of double-loop learning. Although prior contributions on this topic have been controversial, the authors, departing from the principles of RBV, consider market orientation a resource capable of generating higher order organizational learning and, in this way, capable of additionally reinforcing firms' sustainable competitive advantage. The empirical study provides evidence on the existing relationship between a firm's learning and market orientation degree and the organization's economic and non-economic results. Findings indicate that learning orientation stimulates the market-oriented behavior and that it also positively affects the establishment of long-term relationships with strategic clients. Contrary to prior research a significant and positive effect on business performance is only contrasted in the case of market orientation. 相似文献
109.
基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度:意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准,收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度,新产品内容效果最好,其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究,也可为品牌设计社交媒体广告内容营销提供管理建议。 相似文献
110.
Honey is one of the important non-timber forest products consumed in the Democratic Republic of Congo (DRC) and, as such, an important source of income for many households. However, poor knowledge of buyers’ preferences in the marketing of honey presents a major challenge to the profitability of the honey enterprises. The research presented in this article identifies key consumer characteristics that influence the preferences of honey consumers in the DRC. The primary data source used in this analysis is drawn from a survey of 214 consumers. Results show that consumers who are married and have reached at least the level of secondary education have a strong preference for local forest and savannah honey. Those between the ages of 30 and 50 do not prefer honey from beekeeping, but would rather have it imported. We conclude that segmentation of the honey market and increasing consumer awareness must go in tandem in order to develop a good marketing strategy. 相似文献