Extant research on websites success has paid insufficient attention to the success of permission-based email marketing (PEM) websites. In order to bridge this knowledge gap, the contribution of this study lies in synthesizing information management/e-commerce, media/communication, as well as customer/marketing research to propose a PEM websites success model consisting of antecedent (i.e., func...

This paper will present and discuss the findings of research that explored the marketing practices of small professional service firms. These findings demonstrate that in seeking to improve customer service and satisfaction, the marketing activities practiced by such firms differ from those of their larger counterparts. Moreover, they suggest that existing relationship marketing theories are in...

The benefi t of managing customer relationship by inputs (acquisition and retention costs) and outputs (revenues) for each customer is that marketing managers can better prioritise their efforts by examining the return on marketing investment and thus better differentiate customers by their relative benefi ts and costs. Valuing customers and measuring marketing effect using only direct fi nanci...

The advancement in technology, competitive market environment and changing behaviour of customers has generated an increased interest in direct marketing method for marketing. Data mining technology can predict and detect the changes in customer behaviour which facilities the effective planning of direct marketing campaigns. The objective of this paper is to generate a simplified data mining fr...