This paper describes using a knowledge-based system for developing a marketing decision model. The approach used in this study uses a decision table as a knowledge engineering tool. The decision table is used as a means of representing a set of decision rules to construct a developed marketing decision model. To support the modeling process, Prologa, an existing decision table engineering workb...

OBJECTIVES To assess exposure to marketing of unhealthy food products and its relation to food related behavior and BMI in children aged 3-13, from different socioeconomic backgrounds in a south Indian town. METHODS Child-parent pairs (n=306) were recruited at pediatric clinics. Exposure to food marketing was assessed by a digital logo recognition test. Children matched 18 logos of unhealthy ...

The relevance of transactional and relational marketing variables in relational exchanges is now well established in the marketing literature. However, the knowledge about their relative effectiveness and their optimal mix over time remains very sparse. An analytical model is proposed to help determine optimal decision rules for transactional and relational marketing efforts. Some of the main r...

tire industry in is ecountring  an internal  competitive  market, so they need to incease their efforts in international markets. it seems that these  efforts should  be directed  by the knowledge of global marketing theories. in this research the application level of marketing theories in tire industry is measured,and by offering a model  with three categories of marketing elements. the optimu...

a r t i c l e i n f o Keywords: Market orientation International experience Global marketing strategy Performance High tech products This study considers the role of global marketing strategy and its relation to market orientation, international experience, and performance in the high tech products context. Knowledge of this important domain of global marketing strategy and performance remains ...

The article analyzes factors stimulating firms’ capacity for marketing innovation in terms of the design and packaging of goods and services. The data were obtained from the 4th Community Innovation Survey. The results of the logistic regression show that R&D activities relating to internal R&D activities; acquisition of machinery, equipment, and software; acquisition of other external knowledg...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

This publication is the fruit of a collaborative research between academics from the marketing and the artificial intelligence fields. It presents a brand new methodology to be applied in marketing (causal) modeling. Specifically, we apply it to a consumer behavior model used for the experimentation. The characteristics of the problem (with uncertain data and available knowledge from a marketin...