【精品文档】258关于公司企业营销策略选择有关的外文文献翻译成品：营销策略选择、营销指标和公司绩效（中英文双语对照）

《【精品文档】258关于公司企业营销策略选择有关的外文文献翻译成品：营销策略选择、营销指标和公司绩效（中英文双语对照）》由会员分享，可在线阅读，更多相关《【精品文档】258关于公司企业营销策略选择有关的外文文献翻译成品：营销策略选择、营销指标和公司绩效（中英文双语对照）（28页珍藏版）》请在毕设资料网上搜索。

1、此文档是毕业设计外文翻译成品（ 含英文原文+中文翻译） ，无需调整复杂的格 式！下载之后直接可用，方便快捷！本文价格不贵,也就几十块钱！一辈子也就 一次的事！ 外文标题：Marketing strategy selection, marketing metrics, and firm performance 外文作者：Debra Zahay，Abbie Griffin 文献出处: Journal of Business Hunt and Arnett, 2006; Ramani and Kumar, 2008). In the course of developing these unique

2、 assets that lead to performance differences, firms can measure performance using a variety of metrics. Recent trends are to look at customer-based measures in addition to traditional financial measures to capture the results of marketing efforts and to examine the ability of a firm to interact with

3、 and develop relationships with its customers (Ramani and Kumar, 2008). Customer-based performance measures are measures that are not strictly financial in nature, such as customer lifetime value and retention. T he purpose of this research is to investigate the relationship between customer-based m

4、etrics and the firms strategic market positioning and segmentation decisions. In other words, the research asks whether customer-based measures can be used to investigate performance differences between firms based on strategic choice at the market level to reveal previously unexplored performance differences. This manuscript investigates the following: What performance differences are based solely on strategic marketing choices? What role do marketing activities at the customer level and their