Information technologies provide not only the ability to collect and register in databases many kinds of signals external to the organization, but also the capacity to use them in different ways at different organizational levels. Database Marketing (DBM) refers to the use of database technology to support marketing activities in order to establish and maintain a profitable interaction with cli...

As the Internet has found its place within different sectors of society, the use of various social networks is increasing and that is why they are utilized for business purposes. Most commercial companies need to do marketing in social networks in order to introduce their goods and/or services. In marketing, appropriate and accurate advertisement of goods based on needs of users of these social...

BACKGROUND In this paper a new approach is applied to the area of marketing research. The aim of this paper is to recognize how brain activity responds during the visualization of short video advertisements using discrete classification techniques. By means of low cost electroencephalography devices (EEG), the activation level of some brain regions have been studied while the ads are shown to u...

The advent of structural equation modeling (SEM) with latent variables has changed the nature of research in international marketing and management. Researchers acknowledge the possibilities of distinguishing between measurement and structural models and explicitly taking measurement error into account. As Gefen, Straub, and Boudreau (2000, p. 6) point out, ‘‘SEM has become de rigueur in valida...

Critical success factors are popular approaches that can be used as a key metrics to measure the success of companies. In this paper, the authors analyze the current state of e-marketing in Jordanian travel agencies by examining the implantation of critical success factors of e-marketing. The research model analyzes the relationship between critical success factors and online direct marketing. ...

Extensive research has been performed to develop appropriate machine learning techniques for different data mining problems, and has led to a proliferation of different learning algorithms. However, previous work has shown that no learner is generally better than another learner. For repeated data mining tasks practitioners have started conducting empirical comparison studies to determine the b...

For the past century, companies have had the luxury of deciding what they will produce and sell, what their brand message will be and how they will deliver it to their audience. Planning how best to allocate marketing dollars is arguably the most annoying challenge marketers face. The social web and more specifically, Web 2.0 have changed the original marketing strategy and have done so by givi...

Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the sale of products. Increasingly savvy social marke...