This paper presents social media marketing strategies and methods for the academic area regarding specific target groups and marketing goals. Current social media marketing activities for promoting the newly established chair of media informatics at the University of Regensburg are discussed by analyzing a corresponding field study.

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

Intelligent methods are widely applied in business, economical, financial, marketing and security aspects of e-commerce. The visitor is a vital element of eCommerce. Visitors’ sources, data mining methods, types and application of intelligent methods in eCommerce are overviewed in this article. Neural networks application in traffic statistics analysis and marketing strategies development is pr...

AIMS To develop an approach for monitoring national alcohol marketing policies globally, an area of the World Health Organization's (WHO) Global Alcohol Strategy. METHODS Data on restrictiveness of alcohol marketing policies came from the 2002 and 2008 WHO Global Surveys on Alcohol and Health. We included four scales in a sensitivity analysis to determine optimal weights to score countries on...

E-commerce marketing plays an important role in the development of e-commerce. However, many e-commerce marketing types are obscure, excessive and exaggerated. If some consumers buy and use inappropriate products or services, the consumers may suffer from greater losses. As a result, these marketing types are not sustainable, and also hinder the development of e-commerce. Research on optimizing...

Experiential learning is “effective learning resulting from active student involvement with an experience and subsequent reflection on that experience” (Camarero, Rodriguez, & San José, 2010:84). Techniques of experiential learning have been extensively used and studied in the context of marketing education, and constitute one of the most thoroughly investigated topics in marketing education re...

OBJECTIVES To review the effectiveness of social marketing interventions designed to improve diet, increase physical activity, and tackle substance misuse. STUDY DESIGN AND METHODS This article describes three reviews of systematic reviews and primary studies that evaluate social marketing effectiveness. All three reviews used pre-defined search and inclusion criteria and defined social marke...

This paper considers how marketing can be made more appropriate in entrepreneurial contexts by proposing a conceptual model of the processes of marketing as undertaken by entrepreneurs. Although marketing is a key factor in the survival and development of business ventures, a number of entrepreneurial characteristics seem to be at variance with marketing according to the textbook. These include...

Extensive research has been performed to develop appropriate machine learning techniques for different data mining problems. However, previous work has shown that no learner is generally better than another learner. Comparing machine learning methods depends very much on the characteristics of a particular data set and the requirements of the respective business domain. Direct marketing is an i...