The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizingmarketi...

This study aims to describe the application of marketing mix which is a service strategy at Langlangbuana University, Bandung. The method used in this qualitative with descriptive analysis approach based on stages planning, and implementing strategies for educational services results reveal that includes product, price, location, promotion human resources, physical evidence, processes education...

Research to date looking at marketing capabilities is limited to varied types of capabilities in general. The purpose of the study is to comprehend marketing capabilities from operational perspective and to explore its role in enhancing competitive advantage and business performance. The paper draws upon the extant literature to present a series of research propositions relating to marketing ca...

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

This research is motivated by the phenomenon of increasingly stringent educational institution competition at all levels, especially Early Childhood level. In this regard, study aims to determine application 4P marketing mix strategy in realizing superior schools RA Queen Al Khadijah District. The method used researchers researching case use a qualitative approach, because approach describe, de...