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...

Multi-modality is a domain which is study since several years in HCI area. In this paper, we approach this domain under a new point of view, those of the e-Marketing, and so in an industrial framework. Thus, we investigate real issues of E-Marketing with well-known technical in HCI. The multi-modal notion can be compared to the multichannel one used in e-Marketing. That’s why a part of our work...

The purpose of this paper is to critically examine the concept of entrepreneurial marketing. This term is used as an umbrella to capture conceptualizations of marketing as an innovative, risk-taking, proactive area of managerial responsibility. Such conceptualizations include guerrilla marketing, radical marketing, expeditionary marketing, subversive marketing and others. Six core dimensions of...

This paper describes an exploratory study related to the importance of character traits for marketing graduates. Marketing educators know the significance of knowledge acquisition and career skill development for their students, yet the area of character development has been mostly ignored. This study reports findings from a small sample of marketing students who provided perceptions of the imp...

is Assistant Professor of Marketing at INSEAD, where he teaches brand management to MBAs and executives. His area of expertise is in brand management and in consumer behaviour for low-involvement products, with applications in the areas of sales promotions and point-of-purchase marketing. He has published articles and books on these topics in leading academic journals, including the Journal of ...

Mutual funds provide various facilities that make saving and investing simple, accessible, and affordable, by using professional management, diversification, variety of products, liquidity, affordability, convenience, and ease of record keeping. Moreover, strict government regulation and full disclosure of information makes the investments more secure in India. In Mutual fund market the key are...

This paper presents social media marketing strategies and methods for the academic area regarding specific target groups and marketing goals. Current social media marketing activities for promoting the newly established chair of media informatics at the University of Regensburg are discussed by analyzing a corresponding field study.