电子书籍《市场营销教育--市场营销管理》（PDF 347页）(1)

PhilpKotlerPRINCIPLESOFMARKETING4th.Ed.NewJerseyPrentice—Hall1980P.5.TheodoreLeVitt“MarketingMyopia”HarvardBusinessReviewJuly—Augustl960PP.45—56.MPMPMPuAAuBBuCC===Λ(.)11235219PhilipKotlerandGaryArmstrongPRINCIPLESOFMARKETINGsixthEditionEnglewoodCliffsNewJerseyPrentice-HallInc.1994)PP.8—9.1990192519947231FrankF.soznnebergPartnerinREnteringtheAgeofCooperationJourna1ofBusinessStrateRyMay-June1992PP.51—52.RObertBartelsTHEHISTORYOFMARKETINGTHOUGHTsecondEditionColumbusohio:Gridinc1976PP.10—19.GeorgeSchwartzSCIENCEINMARKETINGJohnWileySonsIhcNewYOrk.1965PP.47—69.CE198136043014—15EdwardD.Jones1902HenryGAdamsJamesEHagerty19001940RobertBartelsTheDevelopmentofMarketingThoughtRichardD.IrwinHomewood.1962,P.225.191019121916ArchWShawSOMEPROBLEMSINMARKETINGDISTRIBUTIONHarvardUniversityPressCambridgeMass.1915.PaulT.CheringtonTHEELEMENTS0FMARKETINGMacMillanNewYork.1920.RalphAlexanderF.M.SurfaceR.f.ElderandWroeAlderson1940MARKETING,Boston:Ginn.R.L.VaileE.T.GretherandR.CoxMarketingintheAmericanEconomyRonaldPressNewYork,1952.19161923319241952WroeAldersonMARKETINGBEHAVIORANDEXECUTIVEACTIONHomewood1uRichardD.IrwinInc.1957.E.JeromeMcCarthyWilliamD.Derreault,BASICMARKETINGE1eventhEditionHomewood,ILRichardD.Irwin,1nc.1993P.57.14—24PhilipKotlerandRaviSinghMarketingWarfareinthel98O’s”JournalofBusinessStrategy,Winter1981PP.30—41.;AIRiesandjackTroutMarketingWarfareNewYork:McGraw—HillInc.,1986.ChtistianGronroosAServiceQualityModelandItsMarketinglmplications”EuropeanJournalofMarketing,18No.41984,36—44.19874RalphE.Biggadike,“TheContributionsofMarketingtoStrategicManagement”,ACADEMYOFMANAGEMENTREVIEw,6October1981.PP.621——632.19909PhilipKotlerandGaryArmstrongPRINCIPLESOFMARKETING6thEd.NewJerseyPrentice--HalInc.1994P.50.WilliamJ.StantonMichaelJ.EtzelandBruceJ.Walker,FUNDAMENTALSOFMARKETINGTenthEdition(McGraw--HilINC.1994P.61.E.JeromeMcCarthyStanleyJ.ShapiroandWilliamD.PerreaultBASICMARKETINGSixthCanadianEditionHomewoodRichardD.lrwin1nC.1992PP.39--42.aaassssssfaaassssssaaagaaamlnmlnmm121212121212121221022,,,,*,*,*,,,,:(,,,,*,*,*,,,)(.),,,,,:(,,,)(.)ΛΛΛΛΛΛΛΛωω==,,,:(,)(.)(,)(.),,,:(,)(,)(.)(.),,,aafaagaaaaUfaagaaaaUUaf12121212121121211230242525ωωλλ∂∂====-=-λ∂∂λ∂∂λ∂∂gUafgUgaaffaaaiii112212120002612==-===⎫⎬⎪⎪⎪⎭⎪⎪⎪==(,)(.),(,),ggaaaiaagdagdadadafdadaffaijiiijijjiijij==+======∑∑∂∂∂∂(,),(.),,::(.),:(.),,,1212112212121212260270281212ωωω==-=-=-=-=faaVTTfaaTVTTfaanVaaVhaann(,),:(,)(.)(.),,()[(,)](.),,(,)(.):(.),(.12122122121229292102112421212121212)(,)(,)(.),:aaUhaagaa=-λ∂∂λ∂∂λ∂∂λUahgUahgUgaa11112212000213=-==-===⎫⎬⎪⎪⎪⎭⎪⎪⎪(,)(.)hdadaijijji==∑∑0241212(.)E.J.AlfredA.KuehnandRa1phL.DayStrategyofProductQuality”HARVARDBUS1NESSREVIEWNovember—DeCemberI962PP.101-2.WilliamJ.StantonMichaeIJ.Etze1andBruceJ.WalkerFUNDAMENTALSOFMARKETING.TenthEditionMcGraw—HillInc.1994P.239.//2.1199356199011PPP=27313131ABC1992102.1ABCABCABCABCAAAAABAACAAABABBACBAACABCACCBBAABBABCABABBBBBCBBACBBCBCCCCAACBACCACABCBBCCBCACCBCCCC2.2ABC3112.3ABC2.4ABC%12212219933GlennDesouzaDesigningacustomerRetentionplan”TheJournalofBusinessStrategyM8tch/April1992.Q=fXXXYYY2.1712n12mQASR=φ(,,)(.)22MfASRASRASR==[(,,),,,](,,)(.)φφ23QXZPQCXXXXXdZdXXXZ==--=--=--=-==•-081000860008060004010160012.,(.),dZdXXX2232200=--Q=0.81600=321600/Z=80160016002.41600-∂∂∂∂∂∂∂∂∂∂∂∂∂∂∂∂ZPZAZDZRZPPqqcqCqqqqPccqqQPqcqcqqqPqccqqqccqqqZAPqcqppqppqppqppqpqpAA=====+--=====+-=+-÷=+-=--02280229(.),:[()](.),:cqqqA-=10PqqccqPccqqZDpqcqqpqqccqpccqqZRpqcqcqqcqPqqccqcqPccqAAqqADqDDDqqDRRqRRRRqRq=++=++=-=++=++=---==++=+()(.),:()(.),:()11230112310∂∂∂∂+-===-===-=======•cqqqqqqcqqqqqqcqqPqPqPqPqqPcqeMRPMRPePceqPPqPqMRPRRpADRRpADRRpADRRpADRpAA(.)(.)(.),:,:,:(.),;();23222923211233∂∂PqMRPePcDDR();•==•••[]∂∂∂∂qRRCCqPCqCPqRReRePqAePqDePCepADR===•••(.)234PhilipkoterMARKTINGMANGEMENT:ANALYSIS,PLANNING,IMPLEMENTATION,ANDCONTROL(Newersey:prentice-Hall,Inc.,1991P.162.williamj.Stanton,michaelJ.Etzel,andBruceJ.walker,FUNDAMENTALSOFMARKETING,TenthEdion(McGraw-Hill,Inc.,1994P.162.D.C.McCELLAndPER30NALITYNewYofkHOLTRhehaTtandWinston1951.JOhnA.HowardCONSUMERBEHAVIORAPPLICATIONOFTHEORY.NewYorkMCGRAWHILL1977.PhilipKotlerandGaryarmstrong,PRINCIPLESOFMARKETING,6THEd.Englewoodcliffs,Newjersey:prentice-Hall.,1994P.164.AlftedA.KuehnConsurnerBrartdCholce——ALearnlngProcesslnQUANTITwETTCHNlQUESINMARKETINGANALYS1SedS.R.E.FraNkA.A.KuehnandW.F.MassyHomnewodI11RichardD.Irwin,1962PP.390—403.3.1A5200358109B4500307108C300040577D250047484AWBjkikijkin==∑135(.)DWBIjkikijkikin=-=∑13.6DjkDDDD1k2k3k4k353568612303567611403565611473564624-+--+--+--+-J.D.HerniterAnEntropyModelofBrandPurchasingBehavior”JournalOFMARketingResearch0ct,1973PP.102—113.{}SPfPPfPdPPfpPfPdP=-+--∫∫()ln[()]()()ln[()()](.)11370101fpdP()(.)=∫13801Qi=∑1SPPPiiiiN=-=∑ln,1t1123t123111111111111112113121122212313113213331rrMrMrMrMrrMrMrMrMrrMttttttttt+----+----+-+++++++++()()()()()()()()(),,,,,,,,,⎡⎣⎢⎢⎢⎤⎦⎥⎥⎥ir1-rM0iii=13iMMii==∑∑11StiI=S=rS+M(1-r)Ir=i,ttiitiit-1ittiSrSIitiitt,,(.)()(.)∑∑--3931011PCXPCtttt++=-+++111311()()()(.)αβλφδXP=P=1ttrt=⎧⎨⎩01~XC01Cφδφβtt()〉0PjmVjVkkmiiiiikmi(,)()()(,,,)(.)==∑ε12312ΛA.A.KuehnAnA