In this paper some extensions of the latent class (LC) approach are applied to analyze the Italian pharmaceutical market. This sector is characterized by a high level of competitiveness, more limited economic budgets than years ago and, at the same time, expensive sales and promotion activities; in this context, it is very important to know the reference market, so to design appropriate marketi...

Companies have made their best efforts to sustain ongoing relations with their customers and thus generate as much revenue and profits as possible through CRM (Customer Relationship Management). One of the key marketing tools of CRM is target marketing. Target marketing is a marketing strategy that analyzes certain goods and services preferred by existing customers, develops new goods and servi...

Marketing has been practiced since ancient times and has been thought about almost as long. Yet, it is only during the 20th century that marketing ideas evolved into an academic discipline in its own right. Most concepts, issues and problems of marketing thought have coalesced into one of several schools or approaches to understanding marketing. In this article we trace the evolution of 10 scho...

In this paper we propose a multi-objective mathematical model to aid the marketing team of a company in customer service marketing. Customer reflects to the services provided by a company, and the reflections affect the profit of the company. Thus, the services can be evaluated by the customers to imply the company's performances. First, the services are purified based on the opinions of th...

a r t i c l e i n f o Due to the challenges associated with reaching consumers using traditional marketing approaches, firms increasingly rely on relational marketing tactics to increase customer patronage with the firm. Yet, consumers often actively avoid relational devices. Thus, firms have a heightened interest in factors that affect customer engagement in relationship marketing efforts. Thi...

The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management. INTRODUCTION The aim of this theoretica...