Multi-channel marketing attribution modeling is a two-stage process. First, the value of exposure from di erent marketing channel needs to be estimated. Next, the total surplus achieved needs to be assigned to individual marketing channels by using the exposure e ects from the rst stage. There has been limited work in exploring possible choices and e ects of determining the value of exposure to...

To the best of our knowledge, the international marketing literature has been examining performance exclusively as a dependent variable. In this paper we argue that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (Small and Medium Exporters), this paper shows that past performance p...

Under the trend of globalization and advancement of information technology, the operational patterns and industrial environments have changed, hence, traditional industries are facing the impact of the new era. Sustainable operation thus becomes their priority concern. This study treated consumers of traditional industries as subjects, and Buddhist Systems Methodology (BSM) and the quantitative...

We present an algorithm for performing multi-channel marketing event optimization. Previous related work, which made use of a complex mixed-integer linear program to generate a marketing plan, was capable of providing plans for only groups of individuals, referred to as micro-segments, and considered only the direct mail channel. Today, most firms use multiple channels, such as e-mail, call cen...

In this paper, the development of a hybrid intelligent system for developing marketing strategy is described. The hybrid system has been developed to: provide a logical process for strategic analysis; support group assessment of strategic marketing factors; help the coupling of strategic analysis with managerial intuition and judgement; help managers deal with uncertainty and fuzziness; and pro...

The objective of the present study is to provide a strategic entrepreneurial marketing model in the construction industry in the construction companies of the north of the country using the Grounded theory. The present study is a qualitative research which uses Grounded theory by focusing on deep and semi-structured interview and providing an entrepreneurial strategic marketing strategy. In thi...

in this paper different channels of pomegranate marketing in lorestan province are identified and the economic evaluation of these path ways is discussed. for this purpose, the different marketing margins, the share of marketing agents of final price of product, marketing cost coefficient and marketing efficiency in each channel was calculated. the necessary cross-sectional data and information...