The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a ...

Personalization technology has become an important topic in e-commerce, fostered by the emergence of the relationship-marketing paradigm. But teaching e-commerce personalization technology is a challenging task, since it requires a balance between marketing and management and technical implementation issues that must be calibrated according to the student’s background, all of this without losin...

The focus of this paper is on micro-level marketing research to support the design and implementation of rural development programs. Contemporary rural development efforts are directed primarily at promoting change so as to simulta­ neously affect the distribution and growth of income, employment, nutrition, health, and other dimensions of the quality of life in rural areas. Although there is a...

Customer relationship management (CRM) has once again gained prominence amongst academics and practitioners. However, there is a tremendous amount of confusion regarding its domain and meaning. In this paper, the authors explore the conceptual foundations of CRM by examining the literature on relationship marketing and other disciplines that contribute to the knowledge of CRM. A CRM process fra...

The increasingly vast number of marketing campaigns over time has reduced its effect on the general public. Furthermore, economical pressures and competition has led marketing managers to invest on directed campaigns with a strict and rigorous selection of contacts. Such direct campaigns can be enhanced through the use of Business Intelligence (BI) and Data Mining (DM) techniques. This paper de...

At present, in China, small farmers decentralized production doesn’t keep pace with the agricultural products market development requirements. This paper provides a new way by using the cloud computing technology to design and implement the agricultural production and marketing information matching recommendation system in the cloud computing environment. The platform collects agricultural mark...

This study investigates the major reasons for e-marketplace adoption among SMEs in their international marketing practices. Based on organizational innovation theories, resource-based view theories of the firm, and former studies in the IS adoption research, a three match-based framework was proposed for IS innovation adoption among organizations. And based on this framework, we proposed a pars...

The article is drafted from the perspective of the marketing manager who must minimize carrying costs of a salesperson that share multiple products. We have tackled this simulation problem using a Hamiltonian cycle associated to transport network conceptual reduced to a graph. Identification of optimal solution was achieved through the implementation of Branch and Bound heuristic algorithm in t...

a r t i c l e i n f o Keywords: Channel governance structure Marketing strategy Business to business marketing This study tries to find an answer to the question: Are different marketing channel governance structural dimensions equally conducive for different marketing strategies? The results from an empirical study suggest that different dimensions of channel governance structure may not be eq...

Creativity in Product Innovation describes a remarkable new technique for improving the creativity process in product design. Certain “regularities” in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as “Creativity Templates.” This book describes the theory and implementation of these Tem...