论细分化和联合化思想在营销专业产学结合中的应用

产学结合作为目前高校特别是高职院校办学的特色和亮点，近来越来越被强调、应用，呈现出蓬勃发展的趋势。本文从产学结合的实际应用情况出发，引入细分化和联合化的思想，对营销专业产学结合的发展趋势做了一定的思考。     

体育营销在注意力经济中的创新

在阐释注意力经济的基本理论的基础上,探索了该理论在体育营销中的应用,并对体育营销的策略提出了建议.     

地区形象营销理论研究综述

国内外的相关研究表明:地区形象营销的理论研究已由地区形象的设计研究演变为地区形象营销的战略研究;地区形象营销的研究学科以社会人文学科为主,地理学、市场营销学等学科对地区形象营销的研究也具有特别重要的意义。     

特许经营在我国旅行社业中的发展

作为一种新兴的商业模式和营销体系，应用在旅行社业中的特许经营是旅游批发(经营)商控制销售渠道的一种手段。目前，我国旅行社业中引入特许经营还不是非常普遍。在对特许经营内涵进行界定的基础上，从我国旅行社业现状出发，通过对特许经营优势的阐述，表明我国旅行社业引入特许经营进行扩张的必要性。同时阐述了中外旅行社业应用特许经营的现状、存在问题以及特许经营在我国旅行社业中的未来发展趋势，希望能对正处于扩张思变期的中国旅行社业有所借鉴。     

甘肃农村贫困成因与反贫困模式的再认识

甘肃农村贫困的原因十分复杂,但根本原因在于长期封闭的传统农业生产方式.甘肃省20年大规模扶贫开发的实践,成功探索了区域性开发扶贫、解决温饱的反贫困道路模式.新时期扶贫开发面临新的形势和任务,打破传统农业封闭的模式,积极探索适应新形势的扶贫开发途径,对甘肃农村反贫困具有重要的战略意义.     

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。     

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.