Assessing Response to Industrial Marketing Strategy

Assessing Marketing Strategy Performance

Persistence Modeling for Assessing Marketing Strategy Performance

1 The financial support by the Flemish Science Foundation (F.W.O.) under grant G.0116.04 is greatly appreciated. We also thank Christine Moorman and Donald Lehmann for their constructive comments on a previous version of the article. 2 INTRODUCTION The question of long-run market response lies at the heart of any marketing strategy that tries to create a sustainable competitive advantage for th...

Assessing the Response to and Success of Email Marketing Promotions

With the growth of the Internet has come a new method for organizations to advertise and promote their products and services: email marketing. Although some research and common wisdom may suggest that rich, HTML messages generate more click-throughs and purchases, this paper suggests that text-based email marketing can perform as well as HTML messages. The paper reports on the results of a stud...

Market representations in industrial marketing: Could representations influence strategy?

a r t i c l e i n f o Keywords: Market representations Quasi-experiment Business case Marketing strategy Methodology development A central question in industrial marketing is whether the form in which the market of a firm is represented influences the marketing strategy. This question has been studied generally through case study research, and quantitative evidence is limited. In response to th...

Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...