Background:Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a non-profit manner. The main purpose of this study is to examine the effectiveness of social marketing on changing the physical activity of the elderly. Second, this study seeks to determine the extent to which Andreasonchr('39')...

The increasingly vast number of marketing campaigns over time has reduced its effect on the general public. Furthermore, economical pressures and competition has led marketing managers to invest on directed campaigns with a strict and rigorous selection of contacts. Such direct campaigns can be enhanced through the use of Business Intelligence (BI) and Data Mining (DM) techniques. This paper de...

Author Deborah Pitel is the marketing director for the Heritage Village Museum in Cincinnati, Ohio. She admits in the preface to her book that she had no experience in marketing when she was hired and so had to do some research to develop the necessary skills for the position. The books that she found on the subject of marketing for museums were written for larger institutions with in-house or ...

The increasing use of emotion in advertising has been the subject of much discussion over the past decade. In order to understand how this shift has come about, consideration needs be given to the changes occurring in today's marketing environment, changes which have resulted in new marketing challenges. These challenges have reshaped the task which advertising is designed to accomplish and, he...

Latin American libraries have experienced an important development in the last two decades. Telecommunications and Information Technologies have been key elements in this process. There are leading institutions with remarkable programs, nevertheless it is necessary to design marketing strategies to improve their benefits. A case study based on a Mexican university library system is presented in...

The use of unsupervised fuzzy learning classifications techniques allows defining innovative classifications to be applied on marketing customer’s segmentation. Segmenting the clients’ portfolio in this way is important for decision-making in marketing because it allows the discovery of hidden profiles which would not be detected with other methods. Different strategies can be established for e...

This paper aims to analyse the opportunity of using multi-level marketing (MLM) as a tool of relationship marketing. The research is firstly based on an analysis regarding the issues about the legality of MLM techniques in the context of EU and US regulation systems. The outcomes of this research stress the main characteristics of legal network marketing and how a person which wants to become i...

Viral marketing, marketing techniques that use pre-existing social networks, has experienced a significant encouragement in the last years. In this scope, Twitter is the most studied social network in viral marketing and the rumor spread is a widely researched problem. This paper contributes with a (1) novel agent-based social simulation model for rumors spread in Twitter. This model relies on ...

A geoportal is a web site that presents an entry point to geo-products (including geo-data) on the web. Despite their importance in (spatial) data infrastructures, literature suggest stagnating or even declining trends in visitor numbers. In this paper relevant ideas and techniques for improving performance are derived from internet marketing literature. We tested the extent to which these idea...