To be successful in the fiercer and fiercer competitive market, precise marketing researches are the basic and critical element. Formal studies of specific problems and opportunities are necessary for a marketer. Marketing research can help to realize these by market survey, product-preference test, sales forecast, and advertising evaluation, etc. Philip Kotler (2000) defined marketing research...

While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness to own marke...

In this paper, intelligent marketing and merchandising methods utilizing data mining and Web mining techniques are proposed for online retailers to survive and succeed in gaining competitive advantage in a highly competitive environment. The first part of this paper explains the procedures of one-to-one marketing based on customer relationship management (CRM) techniques and personalized recomm...

The advancement in technology, competitive market environment and changing behaviour of customers has generated an increased interest in direct marketing method for marketing. Data mining technology can predict and detect the changes in customer behaviour which facilities the effective planning of direct marketing campaigns. The objective of this paper is to generate a simplified data mining fr...

The purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. As competition becomes more intense among companies and phenomena such as global marketing grow in...

Recently many researches have studied technological innovation capabilities (TICs) and their impacts on firm’s competitive performance in the field of manufacturing industries. This paper pursued Yam et al. (2004) framework to study the relevance of TICs and firm's competitive performance in a mainly-service-based industry in Iran (ICT). Empirical data were collected through a questionnaire from...

recently many researches have studied technological innovation capabilities (tics) and their impacts on firm’s competitive performance in the field of manufacturing industries. this paper pursued yam et al. (2004) framework to study the relevance of tics and firm's competitive performance in a mainly-service-based industry in iran (ict). empirical data were collected through a questionnaire...