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。     

建立绿色会计核算体系初探

目前我国正处在经济高速增长期。年GDP增长率9％-11％，同时又造成了严重的环境污染，土地大规模沙化，空气质量下降，长江、黄河等七大水系都遭受到了前所未有的污染。因此，对环境破坏进行成因分析，建立绿色会计体系，计价、计量自然环境。才能达到遏制环境污染的目的。     

试论青少年环境教育与环境意识培养

环境状况恶化与环境意识淡薄是当前我国面临的严峻问题 ,要改变这种状况 ,应从环境教育入手 ,特别要抓好青少年环境教育 ,通过教育培养青少年较强的环境意识和环境道德价值观 ,这是促进可持续发展和提高人类解决环境问题的关键 ,需要社会各界普遍关注和共同参与     

市场化条件下的中国邮政战略环境分析

中国邮政要想在市场化条件不断地发展壮大,必须认真分析其所处的战略环境。通过SWOT战略分析,中国邮政应继续发挥其优势,不断改善其劣势,抓住机遇,变威胁为动力,更好地为社会提供优质、方便、快捷的服务,在市场竞争中取得最后的胜利。     

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.     

顾客关系营销组合研究

通过对企业如何进行关系营销组合设计的深入分析，提出了以顾客为导向的关系营销组合设计的思路和方法。进一步揭示了以顾客导向为基础、以竞争导向为补充，不断进行关系营销组合创新是企业获得可持续竞争优势的必要条件。     

在教学中实施“愉快教学”之尝试

在教学中实施“愉快教学”,其目的是能够有效地控制学生的情绪和心境,使学生克服外部困难和内心障碍,端正学习态度,变被动为主动,提高学习兴趣和积极性,最终取得良好的学习效果。文章就如何内外结合激发学生学习动力,如何创设情境提高学生学习兴趣,如何寓教于趣让学生产生愉快情绪,并诱发学生对教学中所体现的美的向往等方面列举了事例并进行了论证。