It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customerfocused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and...

Formulating a sound digital marketing strategy is a challenging task. A Web-enabled hybrid intelligent approach that combines online simulation, fuzzy logic, if-then rules and Web databases in support of digital marketing strategy formulation is proposed and presented in this paper. The effectiveness of the Web-based integrated system is assessed through case study evaluation work, with initial...

The application of customer segmentation is very vital in the world marketing, a manager determining marketing strategy, knowing target must, otherwise it will potentially waste resources to pursue wrong target. Customer aims create relationship with most profitable customers by designing appropriate strategy. Many statistical techniques have been applied segment market but large data are influ...

BACKGROUND Research findings are of little benefit to patients or society if they do not reach the audience they are intended to influence. A dissemination strategy is needed to target new findings at its user group and encourage a process of consideration and adoption or rejection. AIM To evaluate the effectiveness and cost-effectiveness of different marketing strategies for the disseminatio...

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

Increasing competition is one of the characteristics for the market environment in the last few decades. As competition intensifies, decision making and policy making become more complicated for survival or victory in the market, and managers are noticing that short-term plans and incoherent efforts is not enough to solve complex organizational issues. Nowadays, the organizational space, workin...

during the recent years the problem of job satisfaction has been the focus of management attention in most organizations. besides, managers have sought different ways to solve such problems by increasing wages and salaries, establishing a reward system and reorganization. among the new approaches, based on behavioral science, the redesign of jobs seems to have been the solution. the guestion is...

The evolution of marketing, which has brought marketing the third generation to first positions nowadays is presented in article. Marketing 3.0 aims not only meet immediate needs consumers, but also create new values together with consumers. Changes company’s operating environment, and especially changes consumer behaviour, mean that challenge for companies get know their customers better - nee...