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1.
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. 相似文献
2.
Mitchell A. Petersen 《Journal of Financial Services Research》2004,25(2-3):161-167
3.
The paper is concerned with the incorporation of polyhedral cone constraints on the virtual multipliers in DEA. The incorporation of probabilistic bounds on the virtual multipliers based upon a stochastic benchmark vector is demonstrated. The suggested approach involves a stochastic (chance constrained) programming model with multipliers constrained to the cone spanned by confidence intervals for the components of the stochastic benchmark vector at varying probability levels. Consider a polyhedral assurance region based upon bounded pairwise ratios between multipliers. It is shown that in general it is never possible to identify a center-vector defined as a vector in the interior of the cone with identical angles to all extreme rays spanning the cone. Smooth cones are suggested if an asymmetric variation in the set of feasible relative prices is to be avoided. 相似文献
4.
Joseph P. Cannon Patricia M. Doney Michael R. Mullen Kenneth J. Petersen 《Journal of Operations Management》2010,28(6):506-521
This research investigates buyer–supplier relationships in international markets. Research and practice have shown that buyer–supplier relationships benefit when partners to the relationship exhibit a long-term orientation. The extant literature suggests that a buyer's trust of a supplier and the supplier's performance affect the buyer's long-term orientation toward the relationship. We propose that the relative effects of trust and performance on long-term orientation are moderated by culture – specifically the individualism/collectivism dimension. Hypotheses are tested on data from two individualist and two collectivist cultures, using responses from over 600 purchasing professionals in the United States, Anglophone Canada, Francophone Canada and Mexico. Taken together, empirical findings suggest that cultural differences warrant consideration in developing successful purchasing strategies. 相似文献
5.
Gabriel R.G. Benito Torben Pedersen Bent Petersen 《Managerial and Decision Economics》2005,26(3):159-173
We investigate the dynamics of export channel arrangements by modelling foreign operation method decisions as the interplay between factors that motivate switches and factors that deter them. Our model extends previous analyses by looking simultaneously at (1) no change of channel arrangement, (2) replacements of foreign intermediaries (within‐mode shifts), and (3) integration of the sales function abroad (between‐mode shifts). We use a multinomial logit model on longitudinal data from a sample of Danish exporters that had entered foreign markets through intermediaries. The results suggest that the decision to carry out within‐mode shifts (i.e. to replace an existing intermediary) is driven by a different set of factors than the decision to switch to another foreign operation mode (i.e. to in‐house operations). Copyright © 2005 John Wiley & Sons, Ltd. 相似文献
6.
The question of whether or not the publication of election poll results has an effect on voting behaviour has been raised since the very beginning of survey research. Various hypotheses on the direction of such effects exist, and many studies attempted to test them. However, the most we know is that we lack support for the assumption of a general influence. Rather than looking at direct effects of published poll results on voting behaviour, this paper tries to measure their indirect effects. Using a combination of trend surveys and content analysis, we investigate the effect of survey results on the coverage of the media. We can show that changes in public opinion slightly precede changes in media coverage. We interpret this finding as a possibility of an indirect effect of published poll results, which should encourage further research on this phenomenon. 相似文献
7.
8.
V. Kumar Ilaria Dalla Pozza J. Andrew Petersen Denish Shah 《Journal of Interactive Marketing》2009,23(2):147-156
Many firms have experienced greater success through implementing relationship marketing strategies. This is achieved by gaining knowledge about their own customers through database marketing and about the general marketplace through marketing research. Over time, this has led firms to adopt a general framework which we call the conventional path to profitability. This conventional framework suggests that new product innovation leads to acquisition, acquisition combined with a rich experience leads to satisfaction, satisfaction leads to loyalty and customer retention, and loyalty/retention leads to profitability. However, we show that some of the links in the framework are weak based on both academic research and marketplace realities. Consequently, we reverse the logic of the conventional path to profitability. We introduce a new approach that starts the customer relationship management strategy with customer profitability and the notion that different customers should be rewarded and satisfied differently. In addition, we outline a strategy that relationship marketing firms can implement, leading to higher levels of customer profitability and offer directions for future research. 相似文献
9.
Michael J. Petersen 《Advances in accounting, incorporating advances in international accounting》2011,27(1):54-61
Revenue flows that occur at other related organizational units and over time are an important part of customer profitability analysis and resource planning. This study analyzes downstream revenue generated from establishing a series of additional organizational units. The setting is a central hospital which established a group of specialty outreach clinics. Using a specially-collected time-series database I show two distinct patterns, depending on the clinic's specialty. One type triggers immediate incremental downstream revenue to the clinic's sponsoring department. The other type of clinic generates revenue that is smaller in value, later in time and mostly in departments not associated with the sponsoring department's medical specialty. Structural and executional clinic characteristics such as distance and clinic frequency differentially affect the amount of revenue generated, implying a need for tailoring performance measures to “clinic type”. Overall, my results suggest caution in developing performance measures that include financial impact in other organizational units – context matters even in a relatively homogenous setting of specialty clinics in one hospital system. 相似文献
10.