Consumers' choices among foods today are influenced by a wider variety of economic and non-economic factors than ever before. These factors must be understood and forecast by marketers who, facing increasing competition in all markets, must prepare for, not simply react to, inevitable marketplace change. Economists typically have relied on four types of variables to predict food demand: consume...

This article proposes a novel model to optimize e-marketing planning in tourism sector, based on the convergence among interactive digital television, mobile networks and cloud computing systems. The proposed research approach is exploited, towards efficiently facilitating marketers to accomplish optimum e-marketing data analysis and design effective mobile marketing strategies, targeting poten...

While database marketers collect vast amounts of customer transaction data, its utilization to improve marketing decisions presents problems. Marketers seek to extract relevant information from large databases by identifying signi6cant variables and prospective customers. In small databases, they could calibrate logistic regression models via maximum-likelihood methods to determine signi6cant v...

Segmentation based on RFM (Recency, Frequency, and Monetary) has been used for over 50 years by direct marketers to target a subset of their customers, save mailing costs, and improve profits. RFM analysis is commonly performed using the Arthur Hughes method, which bins each of the three RFM attributes independently into five equal frequency bins. The resulting 125 cells are depicted in a tabul...