Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these investments generate appropriate returns for the firm. In this chapter we highlight a two-stage process for marketing resource allocat...

For more than five decades, marketing has been an important field of application for a multitude of data analysis and classification methods. The sophisticated collection of adequate data from and about customers and competitors as well as the purposeful application of methods like cluster, discriminant, factor and regression analysis, multidimensional scaling and association analysis have beco...

AIMS To provide a snapshot content analysis of social media marketing among leading alcohol brands in the UK, and to outline the implications for both regulatory policies and further research. METHODS Using screengrab technology, the complete Facebook walls and Twitter timelines for 12 leading UK alcohol brands in November 2011 were captured and archived. A total of 701 brand-authored posts w...

This special issue showcases research that demonstrates the usefulness of neuroscientific approaches to a range of marketing-related questions. The past decade has yielded extraordinary advances in understanding of how brain pro­ cesses produce human behavior. These advances have fueled a steady growth in the application of neuroscientific methods to generate both theoretical and practical insi...

As a new developed marketing strategy in recent years, viral marketing attracts great attention from scholars and enterprises. Many enterprises try to adopt it for marking new product in order to greatly improve large sales and to quickly recoup the cost. But how marketing efficiency is actually? How fast marketing propagating speed is on earth? Especially for a given deadline, can the enterpri...