The growth of unsolicited commercial email (UCE) imposes increasing costs on organizations and causes considerable aggravation on the part of email recipients. A thriving anti-spam industry addresses some of the frustration. Regulation and various economic and technical means are in the works – all aimed at bringing down the flood of unwanted commercial email. This paper contributes to our unde...

From a marketing communication point of view, new digital marketing channels, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalisation of the content and context of the message. The increased number of media has, however, led to a harder competition for consumers’ attention. Given the potential of digital me...

The present study aimed to evaluate the effect of social media marketing on online shopping of customers based on mediating role of value capital, relational capital and brand capital by path analysis method. 169 students of Tehran University were included in this study. They filled out the questionnaires of social media marketing, value capital, relational capital, brand capital and eshopping ...

This paper contains a survey of the recent literature on the evaluation of direct marketing campaigns. We give an outline of the various stages included in such a campaign. Next, we review the statistical methods most frequently used and we review the general findings from using these methods. Finally, and most importantly, we indicate that comprehensive additional research is needed in at leas...

Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro ...

Data Mining is a new term for the common practice of searching through data to find patterns, which will predict future outcomes or define measurable relationships. Statistical and machine learning methods are the favored tools of many businesses that utilize direct marketing. This paper will explore some of the typical uses of Data Mining in direct marketing with discussions and examples of me...

Data Mining is a new term for the common practice of searching through data to find patterns, which will predict future outcomes or define measurable relationships. Statistical and machine learning methods are the favored tools of many businesses that utilize direct marketing. This paper will explore some of the typical uses of Data Mining in direct marketing with discussions and examples of me...

Direct marketing is an important tool in the promotion mix of companies, amongst which direct mailing is crucial. One approach to improve direct mail targeting is response modeling, i.e. a predictive modeling approach that assigns future response probabilities to customers based on their history with the company. The contributions to the response modeling literature are three-fold. First, we in...

Multi-modality is a domain which is study since several years in HCI area. In this paper, we approach this domain under a new point of view, those of the e-Marketing, and so in an industrial framework. Thus, we investigate real issues of E-Marketing with well-known technical in HCI. The multi-modal notion can be compared to the multichannel one used in e-Marketing. That’s why a part of our work...