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营销绩效评价对企业价值影响的实证研究 被引量:2

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摘要 对企业来说,营销绩效评价十分重要。本文在研究相关文献的基础上,总结m营销绩效评价的研究路径,探求营销绩效评价影响企业价值的中介变量.即包括顾客资产、品牌权益在内的企业营销资产,检验了企业营销资产与营销绩效评价的相关性,以及企业价值与营销资产的相关性。
机构地区 吉林大学商学院
出处 《社会科学战线》 CSSCI 北大核心 2012年第9期264-265,共2页 Social Science Front
基金 教育部人文社会科学研究青年基金资助项目(10YJC630046)
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参考文献2

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  • 2曾蓓,崔焕金.旅游营销的新理念——旅游体验营销[J].社会科学家,2005,20(2):129-130. 被引量:16
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  • 4Christian Gr:nroos. On Defining Marketing: Finding a New Road Map for Marketing[J]. Marketing Theory ,2006,6(4) :396 - 494.
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