公司治理框架下的公司营销模式探析
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外国经济与管理 2008 年 第 30 卷第 08 期, 页码：39 - 44
摘要
参考文献
摘要
公司营销是一种运用营销工具,在竞争性市场上传递公司层价值,引导利益相关者的未来预期,促进与关键利益相关者的互动沟通,以降低信息不对称,减少市场不确定性和风险,提升公司价值的战略行为。公司营销实质上是一种公司治理机制,本文提出了公司治理框架下的公司营销战略以及以投资者关系为渠道的保护型营销模式和以公共关系为渠道的妥协型营销模式,克服了以往的研究缺乏应用性和针对性的不足,为公司营销研究提供了新的理论支撑。
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[4]Maignan,Isabelle,and Ferrell,O C.Corporate citizenship as a marketing instrument:Concepts,evidence and research directions[J].European Journal of Marketing,2001,35(3/4):457-484.
[5]Carson,J,A Gilmore,R Whitfield,and Balmer,M T.Corporate identity and corporate marketing[M].Bradford:MCB UniversityPress,2001:228.
[6]Aaby,Nils-Erik,and McGann,Anthony F.Corporate strategy and the role of navigational marketing[J].European Journal of Mar-keting,1989,23(10):18-31.
[7]Christensen,Soren Askegaard.Corporate identity and corporate image revisited:A semiotic perspective[J].European Journal ofMarketing,2001,35(3/4):18-31.
[8]Freeman,Edward R.Strategic management:A stakeholder approach[M].Boston:Pitman,1984.
[9]李维安,王世权.利益相关者治理理论研究脉络及其进展探析[J].外国经济与管理,2007,29(4):10-17.
[10]Freeman,Edward R,and Evan,William M.Corporate governance:A stakeholder interpretation[J].Journal of Behavioral Econom-ics,1990,19(4):337-359.
[11]Blair,Margaret M.Ownership and control:Rethinking corporate governance for the 21st century[M].Washington DC:BrookingsInstitute,1995.
[12]Friedman,Andrwe L,and Samantha Miles.Developing stakeholder theory[J].Journal of Management Studies,2002,(1):1-39.
[13]Copeland Tom,and Dlogoff Aaron.Outperform with expectations-based management[M].Hoboken:Wiley Press,2005.
[14]Marston,C.Financial reporting on the Internet by leading Japanese companies[J].Corporate Communications:An InternationalJournal,1998,6(2):82-93.
[15]Higgins,Richard B,and John Diffenbach.Communicating corporate strategy—The payoffs and the risks[J].Long Range Planning,1989,22:133-139.
[16]Michael J Brennan,and Claudia Tamarowski.Investor relations,liquidity,and stock prices[J].Journal of Applied Corporate Fi-nance,2000,12(4):26-37.
[17]Benjamin Mark Cole.The new investor relations[M].Princeton:Bloomberg Press,2003.
引用本文
马连福, 高丽, 胡艳. 公司治理框架下的公司营销模式探析[J]. 外国经济与管理, 2008, 30(8): 39–44.
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