4P、4C与4R:交易费用经济学的视角

4P是经典营销理论的核心内容之一。随着经济、文化和技术的全球化与区域化不断发展,市场竞争异常激烈,顾客在大部分领域取得了绝对的选择权,营销理论随之出现了4C和4R等“崭新”内容。从交易费用经济学的角度看,4C和4R不是对4P的替代,而是一种重要补充和发展。     

博客营销的应用分析

博客是互联网上新兴的信息传播方式，而博客营销的应用还不为人们所熟知。本文介绍了博客作为网络营销工具的特点，分析了博客的网络营销价值，着力探讨了企业的博客营销应用和博客营销在当前发展中面临的挑战。     

秦岭北麓森林公园生态旅游绿色营销策略研究

秦岭北麓是陕西省的生态安全屏障和水资源涵养地。当地森林公园开发过程中，由于行政管理者与开发权利主体错位以及盲目开发旅游项目等，导致生态环境破坏严重。秦岭北麓森林公园应采用绿色营销策略，包括采用绿色文化策略、绿色价格策略以及绿色产品等策略，开发生态旅游项目，形成当地经济效益、生态环境利益和旅游者需求三者的统一，实现当地旅游业的可持续发展。     

旅游院校公共英语教学方法的探讨

为培养了解旅游经济规律和市场营销策略及旅游法规，熟悉导游业务．具有良好的沟通能力和组织能力．能以英语为工具从事旅游工作，面向旅游第一线的高等复合型专业人才．对旅游院校公共英语教学的改革实践进行了初步探讨。     

关于旅游规划中商业行为的思考

旅游规划是旅游业发展的前期工作，旅游业要发展，规划要先行，然而旅游规划中的商业行为容易将规划工作引入误区，必须认真研究，制定对策，使旅游规划真正起到指导旅游业发展的作用。     

我国乡村旅游发展中农户利益分配问题与对策研究

乡村旅游是一种新型的旅游方式，也是我国旅游业中一个新的增长亮点。根据利益相关者理论，农户在乡村旅游发展中存在旅游吸引物价值不被补偿、合法权益和就业机会得不到保障、边缘化及贫富差距等问题。通过剖析问题产生的原因，提出转变政府职能、教育培训、参与式开发和发挥集体组织职能等方式解决问题，促进乡村旅游的可持续发展。     

浅谈旅游院校大学生诚信教育

对当今大学生进行诚信教育十分重要，对旅游院校的大学生更是如此。旅游院校的大学生由于未来就业行业领域的特点和社会、家庭等多方面的原因．存在着一定程度的诚信问题，影响了旅游院校部分大学生的健康成长和旅游业的健康发展。对旅游院校大学生进行诚信教育，必须端正办学理念，提高诚信教育的认识，采取建立大学生诚信信息卡等措施，做好旅游院校大学生诚信教育工作。     

乡村旅游发展的动力机制探讨

乡村旅游作为近2年火暴的旅游产品之一，为许多农村开辟了一条致富的好门路。然而，要持续发展下去，需要从源头探讨诱导乡村旅游发展的动力机制。从宏观、中观、微观3个层面分析我国乡村旅游蓬勃发展的驱动力，以此促进乡村旅游的可持续发展。     

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.