营销管理的新趋势——绩效营销研究探析
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外国经济与管理 2011 年 第 33 卷第 01 期, 页码：43 - 49
摘要
参考文献
摘要
本文评介了营销管理在21世纪第一个十年中出现的最重要的新趋势——绩效营销。绩效营销是一个新的多学科交叉研究领域,它正在改变营销管理实践和营销学研究重心。本文阐述了绩效营销的内涵,分析了绩效营销的思想缘起及核心命题,并提出了未来研究选题。
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[20]Prithwiraj Nath,Subramanian Nachiappan,and Ramakrishnan Ramanathan.Thei mpact of marketing capability,operations capa-bility and diversification strategy on performance:Aresource-based view[J].Industrial Marketing Management,2010,39(2):317-329.
[2]Sridhar N Ramaswami,Rajendra K Srivastava,and Mukesh Bhargava.Market-based capabilities and financial performance offirms:Insights into marketing’s contribution to firmvalue[J].Academy of Marketing Science,2009,37(2):97-116.
[3]Mahoney,L,and R WRoberts.Corporate social performance:Empirical evidence on Canadian firms[J].Research on ProfessionalResponsibility and Ethics in Accounting,2004,9:73-99.
[4]Peteraf,Margqret.The cornerstone of competitive advantage:Aresource-based view[J].Strategic Management Journal,1993,14(3):179-191.
[5]Day,George,and Liam Fahey.Valuing market strategies[J].Journal of Marketing,1988,52(3):45-57.
[6]Blattberg,Robert C,and John Deighton.Manage marketing by the customer equity test[J].Harvard Business Review,1996,74(4):136-144.
[7]Kumar,V,Girish Ramani,and Ti mothy Bohling.Customer lifeti me value approaches and best practice applications[J].Journal ofInteractive Marketing,2004,18(3):60-72.
[8]Relnart,Z W,Thomas,J S,and Kumar,V.Balancing acquisition and retention resources to maxi mize customer profit ability[J].Journal of Marketing,2005,69(1):63-79.
[9]Rajendra KSrivastava,Tasadduq AShervani,and LiamFahey.Market-based assets and shareholder value:Aframeworkfor anal-ysis[J].Journal of Marketing,1998,62(1):2-18.
[10]Shuba Srinivasan,Koen Pauwels,Jorge Silva-Risso,and Dominique M Hanssens.Product innovations,advertising,and stock re-turns[J].Journal of Marketing,2009,73(1):24-43.
[11]Rust,Roland T,Ti m Ambler,Gregory S Carpenter,V Kumar,and Rajendra K Srivastava.Measuring marketing productivity:Current knowledge and future directions[J].Journal of Marketing,2004,68(4):76-89.
[12]Keller,Kevin Lane.Strategic brand management:Building,measuring,and managing brand equity[M].北京:中国人民大学出版社,2006.
[13]Anderson,Eugene W,Claes Fornell,and Sanal K Mazvancheryl.Customer satisfaction and shareholder value[J].Journal of Mar-keting,2004,68(4):172-185.
[14]Luo,Xueming.Consumer negative voice and firmidiosyncratic stock returns[J].Journal of Marketing,2007,71(3):75-88.
[15]Luo,Xueming,and Naveen Donthu.Marketing’s credibility:Alongitudinal study of marketing communication productivity andshareholder value[J].Journal of Marketing,2006,70(4):70-91.
[16]Morgan,Neil A,and Lopo L Rego.Brand portfolio strategy andfirmperformance[J].Journal of Marketing,2009,73(1):59-74.
[17]Day,George S.The capabilities of market-driven organizations[J].Journal of Marketing,1994,58(4):37-52.
[18]韩顺平,王永贵.市场营销能力及其绩效影响研究[J].管理世界,2006,(6):153-154.
[19]Alexander Krasnikov,and Satish Jayachandran.The relative i mpact of marketing,research-and-development,and operations ca-pabilities on firmperformance[J].Journal of Marketing,2008,72(4):1-11.
[20]Prithwiraj Nath,Subramanian Nachiappan,and Ramakrishnan Ramanathan.Thei mpact of marketing capability,operations capa-bility and diversification strategy on performance:Aresource-based view[J].Industrial Marketing Management,2010,39(2):317-329.
引用本文
何云, 卢泰宏. 营销管理的新趋势——绩效营销研究探析[J]. 外国经济与管理, 2011, 33(1): 43–49.
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