T interest in social networks among marketing scholars and practitioners has sharply increased in the last decade. One social network of which network scholars increasingly recognize the unique value is the academic collaboration (coauthor) network. We offer a comprehensive database of the collaboration network among marketing scholars over the last 40 years (available at http://mktsci.pubs.inf...

In this work we use ontologies at an almost unexplored research area within the marketing discipline, throughout ontological approach to the database marketing. We propose a generic framework supported by ontologies for the knowledge extraction from marketing databases. Therefore this work has two purposes: to integrate ontological approach in Database Marketing and to propose domain ontology w...

Although the application of segmentation and predictive modeling is an important topic in the database marketing (DBM) literature, no study has yet investigated the extent of adoption of these techniques. We present the results of a Dutch survey involving 228 database marketing companies. We find that managers tend to rely on intuition and on the long-standing methods RFM and cross-tabulation. ...