Market segmentation is one of the most fundamental strategic marketing concepts. The better the segment which is chosen for targeting by a particular organisation, the more successful the organisation is assumed to be in the marketplace. Also higher education institutions have to improve their marketing tools for attracting foreign students, particularly when demanding tuition fees. This contri...

  The purpose of this paper is to make explicit how companies in pharmaceutical sector can ensure their position in different markets by relying on a sustainable competitive advantages resulted from using a good defined marketing model. Various factors are highlighted including high research and development roles and costs, hard government regulation in frame of GMP standard, market analysis to...

This paper introduces gain-cost classi…cation matrix for targeting customer groups. A real life application was realized on a customer database of CCF Bank containing more than 400,000 instances. Results shows that scoring is almost insensitive to di¤erent cost-gain hypothesis; on the other hand, the optimal targeted group size and the expected global bene…t rely to cost-gain hypothesis. Keywor...

a r t i c l e i n f o Keywords: Case study Digital marketing Industrial business Performance measurement Web analytics This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of...

Purpose – To examine issues of standardization and adaptation in global marketing strategy and to explain the dynamics of standardization. Design/methodology/approach – This is a conceptual research paper that has been developed based on gaps in prior frameworks of standardization/adaptation. A three-factor model of standardization/adaptation of global marketing strategy was developed. The thre...

This paper provides insight into alternative strategies for travel agencies in a matured travel market with a high internet penetration. Discounting arguments that claim that there will be no need for travel agents in future, two possible roles for travel agents can be derived from theory and prior studies in the field: travel agents can survive if they focus on specific specialized services, s...