The rapid evolution of the Internet as a means of communicating the information has attracted the attention of the advertising and marketing industries which allows a very rapid dispersal of information from the producers to the potential buyers in different parts of the world. Such new terms and concepts have emerged: e-business (electronic business), e-commerce (electronic commerce) and e-mar...

An important aspect of marketing practice is the targeting of consumer segments for differential promotional activity. The premise of this activity is that there exist distinct segments of homogeneous consumers who can be identified by readily available demographic information. The increased availability of individual consumer panel data open the possibility of direct targeting of individual ho...

Marketing research, often in the form of surveys, is one of the critical tools marketing managers use to guide decision making. Although this occurs in all environments, developing markets present problems in the paucity of information available and a desperate shortage of skilled information gatherers. This leaves

Data generation is currently expanding at an astonishing pace, and the function of marketing becoming increasingly sophisticated customized. Companies seek to understand their internal corporate environment externalities exponentially enhance power. This study aims influence Big data analysis on digital marketing. The methodologies used approach this issue were: (a) a systematic literature revi...

Investing in quality information contributes to the relationship between demand and suply. In this sense, paper’s objective is analyze of generated by social media (Instagram) Acolhida na Colônia association. To identify relevance each attribute consumers’ perception, categories dimensions for were analyzed based on user’s vision semantic criteria. The main results revealed difference Instagram...

When competing firms target information towards specific consumers through direct marketing activities, complete segmentation of markets can result. We analyze a two-stage duopoly where, prior to price competition, each firm targets information to specific consumers and only consumers informed by a firm can buy from it. This has the effect of endogenously determining market segments in a model ...