基于资本市场的营销绩效研究回顾与启示
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外国经济与管理 2012 年 第 34 卷第 04 期, 页码：47 - 54
摘要
参考文献
摘要
自20世纪90年代起,国外营销学界开始关注营销策略对公司的资本市场价值和股票价格的影响,掀起了一股基于资本市场的营销绩效研究热潮。这一变化反映了企业提高营销投资回报要求并开始重视营销长期绩效的现实。本文评析了营销具有资本市场效应的两种理论逻辑,回顾了营销活动和营销资产的资本市场绩效研究文献,并探讨了营销绩效研究未来的发展方向及对国内相关研究的启示。
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[4]Conchar M P,et al.Market valuation models of the effect of advertising and promotional spending:A review and meta-a-nalysis[J].Journal of the Academy of Marketing Science,2005,33(4):445-460.
[5]Fornell C,et al.Customer satisfaction and stock prices:High returns,low risk[J].Journal of Marketing,2006,70(1):3-14.
[6]Frieder L and Subrahmanyam A.Brand perceptions and the market for common stock[J].Journal of Financial and Quan-titative Analysis,2005,40(1):57-85.
[7]Geyskens I,et al.The market valuation of internet channel additions[J].Journal of Marketing,2002,66(2):102-119.
[8]Grewal R,et al.Customer satisfaction heterogeneity and shareholder value[J].Journal of Marketing Research,2010,47(4):612-626.
[9]Gruca T S and Rego L L.Customer satisfaction,cash flow,and shareholder value[J].Journal of Marketing,2005,69(3):115-130.
[10]Grullon G,et al.Advertising,breadth of ownership,and li-quidity[J].Review of Financial Studies,2004,17(2):439-461
[11]Gupta S,et al.Valuing customers[J].Journal of Marketing Research,2004,41(1):7-18.
[12]Joshi A and Hanssens D M.The direct and indirect effects of advertising spending on firm value[J].Journal of Marketing,2010,74(1):20-33.
[13]Kerin R A and Sethuraman R.Exploring the brand value-shareholder value nexus for consumer goods companies[J].Journal of the Academy of Marketing Science,1998,26(4):260-273.
[14]Krasnikov A and Jayachandran S.The relative impact of marketing,research-and-development,and operations capabili-ties on firm performance[J].Journal of Marketing,2008,72(4):1-11.
[15]Laforet S and Saunders J.Managing brand portfolios:How the leaders do it[J].Journal of Advertising Research,1994,34(5):64-76.
[16]Luo X,et al.Customer satisfaction,analyst stock recommen-dations,and firm value[J].Journal of Marketing Research,2010,47(6):1041-1058.
[17]McAlister L,et al.Advertising,research and development,and systematic risk of the firm[J].Journal of Marketing,2007,71(1):35-48.
[18]Mittal V,et al.Dual emphasis and the long-term financial impact of customer satisfaction[J].Marketing Science,2005,24(4):531-543.
[19]Mizik N and Jacobson R.Trading off between value creation and value appropriation:The financial implications of shifts in strategic emphasis[J].Journal of Marketing,2003,67(1):63-76.
[20]Morgan N A and Rego L L.The value of different customer satisfaction and loyalty metrics in predicting business perfor-mance[J].Marketing Science,2006,25(5):426-439.
[21]Rao V R,et al.How is manifest branding strategy related to the intangible value of a corporation?[J].Journal of Marke-ting,2004,68(4):126-141.
[22]Rust R T,et al.Return on marketing:Using customer equity to focus marketing strategy[J].Journal of Marketing,2004,68(1):109-127.
[23]Singh M,et al.Capital market impact of product marketing strategy:Evidence from the relationship between advertising expenses and cost of capital[J].Journal of the Academy of Marketing Science,2005,33(4):432-444.
[24]Sorescu A,et al.New product preannouncements and share-holder value:Don’t make promises you can’t keep[J].Jour-nal of Marketing Research,2007,44(3):468-489.
[25]Srinivasan S and Hanssens D M.Marketing and firm value:Metrics,methods,findings,and future directions[J].Journal of Marketing Research,2009,46(3):293-312.
[26]Srinivasan S,et al.Product innovations,advertising,and stock returns[J].Journal of Marketing,2009,73(1):24-43.
[27]Srivastava R K,et al.Market-based assets and shareholder value:A framework for analysis[J].Journal of Marketing,1998,62(1):2-18.
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[30]郭朝阳,俞满娇.顾客资产度量及顾客终身价值[J].经济管理,2004,10(20):54-60.
引用本文
徐伟, 高利芳, 王新新. 基于资本市场的营销绩效研究回顾与启示[J]. 外国经济与管理, 2012, 34(4): 47–54.
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