The aim of this study is to examine how a particular object for consumption, professional development teachers and principals, marketed schools, what propositions understandings are embedded in such offers. Adopting conceptualization marketing as “perpetual questioning machine,” the deploys develops theoretical approach from studies new context: edu-marketing. guided by assumption that function...

This paper is the result of an interdisciplinary research between the marketing and the artificial intelligence fields. It briefly 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 marketing exper...

The paper deals with the pharmaceutical industry's links to the knowledge industry, through powerful marketing strategies. With the aim of scientifically legitimizing its products, the pharmaceutical industry interferes with the production of medical knowledge. In the form of a mechanism for directing economic interests, it funds drug research, biases its results and stimulates the production a...

The paper seeks to identify Starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to Starbucks success. Starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...

With the development of internet, some online social communities have been founded, most people, in such online social communities, have good relationships with the other people, they believe in each other and share a lot of business experience. Relational marketing, based on online social marketing, becomes an important marketing channel. In this paper, relationship quality is defined as the m...

Unstructured intangible experiences and knowledge are usually difficult to represent and instantiate, which engenders the hardship of knowledge transfer and sharing. Past marketing plans are such valuable documents containing strategic planning knowledge and experiences. Case-Based Reasoning (CBR), which consists of retrieving, reusing, revising, and retaining cases, has been proved effective i...

Internet and e-Commerce have provoked major re-configurations of the tourism value chain. Especially Destination Marketing Organizations (DMO) as marketing and information service providers have to face the threat of disintermediation; and they need to respond with higher level services and products. This paper presents our findings from a knowledge management project with Austrian National Tou...

Article history: Received 2 March 2007 Received in revised form 26 December 2007 Accepted 12 February 2008 Available online 14 April 2008 In its introduction this paper discusses why marketing professionals do not make satisfactory use of the marketing models posed by academics in their studies. The main body of this research is characterised by the proposal of a brand new and complete methodol...

Ontology-based knowledge representation and modeling for vaccine domain provides an effective mechanism to improve the quality of healthcare information systems. Vaccination process generally includes different processes like vaccine research and development, production, transportation, administration and tracking of the adverse events that may occur after the administration of vaccine. Moreove...

Open innovation is a paradigm related to knowledge sourcing. It argues that firms should take advantage of both external and internal ideas for innovation in organizations. The purpose of this research is to investigate how different knowledge management strategies and IT capabilities may have effects on the implementation of open innovation and whether the adoption of open innovation may affec...