In today’s competitive business environment, more and more organizations move or extent their business online. Thus, there is an increasing need for organizations to build concrete online marketing strategies in order to engage with their customers. One basic step towards achieving the objectives related to online marketing is the segmentation of online customers, based on the customer data gat...

The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitive strategies. Many research findings confirm an...

the purpose of this study was to investigate the attitudes of managers in private companies towards sport sponsorship as an advertising tool. the method of this study was descriptive and survey and it was practical. the statistical population of research included all chief managers (executive officers, financial officers or sales officers) of private large productive companies in esfahan that w...

a r t i c l e i n f o Keywords: Customer response predictive model Knowledge-based marketing RFM Neural networks Decision tree models Logistic regression Decision support techniques and models for marketing decisions are critical to retail success. Among different marketing domains, customer segmentation or profiling is recognized as an important area in research and industry practice. Various ...

Industrial traceability systems are designed to operate over complex supply chains, with a large and dynamic group of participants. These systems need to agree on processing and marketing of goods, information management, responsibility, and identification. In addition, they should guarantee context independence, scalability, and interoperability. In this paper, we first discuss the main issues...

The present study was focused on supply chain analysis of fresh guava in order to evaluate existing marketing supply chains (SC1: Producer - Consumer, SC2: Producer - Retailer - Consumer, SC3: Producer - Commission agent - Retailer - Consumer, SC4: Producer - Commission agent - Wholesaler - Retailer - Consumer) for two variety (allahabad safeda and apple guava) of guava. The gross marketing pri...

The main goal of this paper was to present the knowledge based fuzzy model that will provide more successful and efficient decision making in the area of marketing, in relation with dilemma “to produce or to buy”. Namely, authors tried to develop a model that will be suitable for making marketing decisions in production systems. Methodology in the paper obtained analysis of the theory of market...

A major debate in the international marketing literature deals with the globalization of markets and the extent to which a company’s international marketing strategy can be standardized (Buzzell, 1968; Cavusgil et al., 1993; Douglas and Wind, 1987; Hill and Still, 1984; Jain, 1989; Levitt, 1983; Sorenson and Wiechmann, 1975). Significant progress has been made with respect to the extent to whic...