Web Usage mining is a very important tool to extract the hidden business intelligence data from large databases. The extracted information provides the organizations with the ability to produce results more effectively to improve their businesses and increasing of sales. Co-clustering is a powerful bipartition technique which identifies group of users associated to group of web pages. These ass...

M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0_24, © Springer Science+Business Media New York 2014 Abstract This chapter identifi es a strategy-tactics gap in most previous studies of pharmaceutical marketing, and addresses it by systematically analyzing the marketing strategies use...

The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change. The change in the firm’s customer equity is the change in its current and future customers’ life...

Direct marketing is one of the most effective marketing methods with an aim to maximize the customer’s lifetime value. Many cost-sensitive learning methods which identify valuable customers to maximize expected profit have been proposed. However, current cost-sensitive methods for profit maximization do not identify how to control the defection probability while maximizing total profits over th...

a r t i c l e i n f o A principal challenge confronting the senior marketing team in B2B firms is how to ensure that the marketing strategies they develop are implemented effectively. The literature indicates that mid-level marketing managers' perceptions of the procedural justice within the firm may be critical in this respect. However, there has been little empirical research on this issue. T...

Telecommunications is the todays’ leading industry. Value Added Services (VAS) is considered as one of the most money making segments of Telecom services. The purpose of this paper is to allocate promotional marketing strategies to customer segments. Therefore, a four-phase practical framework is developed to prioritize marketing strategies based on Customer Lifetime Value (CLV). The first phas...

This essay is about the E-marketing of virtual products based on Electronic Commerce. With the development of the network technology, the improvement of Electronic Commerce is necessary. The E-Commerce is become more and more popular with the wide usage of Internet in our daily life. The traditional marketing strategy is not enough. Hence, I think we should pay more attention on E-Marketing str...

Marketing mix related to the importance and contribution of the elements on the marketing mix that shows how these elements can provide a source of competitive advantage. Marketing mix strategy have high impact to the competitive advantage but each elements of marketing mix have different contribution. The objective of this paper is to examine the influence of the marketing mix to the competiti...