This working paper surveys the current state of database marketing. Database marketing, usually associated with customer relationship marketing (CRM), is concerned with the application of information systems to direct marketing. The current state of database marketing varies widely across industries and even between companies within the same industry. Proponents of database marketing speak ofte...

This study extends the new product development (NPD) process research to a new environmental context (Taiwan’s IT industry) and a new business type (original design manufacturing, ODM). Taiwan’s IT industry has achieved a very outstanding performance during the last two decades. The island’s experience is quite valuable for those emerging countries that are struggling to transform themselves fr...

Network technologies, modern organizational and marketing functions have transformed the way businesses operate nowadays and consequently have an effect on all sectors of the economy. Contemporary firms become members of the Internet society since the profits are high and innovative wireless broadband technologies allow to serve customers globally 24/7 while the relative cost keeps lessening (A...

The low carbon economy is a great change after the industrial age, the age of electricity, and the information age in the history of mankind once again, it will improve the environment for human survival, leading science and technology to develop continuously. Under the low carbon economy, the enterprise marketing transforming to a low-carbon model is the need of the development of times. Based...

A strategic approach to how small and medium sized enterprises (SMEs) use their marketing networks during a time of change in their operating context is the focus of this article. SME networking is analysed using the structural, relational and usage dimensions associated with network frameworks. Specifically, the paper examines marketing network processes (MNPs) that are investigated through th...

This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of o...

 Strategic planning aims to harness a company’s core competencies to capitalise on identified environmental opportunities and minimise or avoid environmental threats.  As marketing managers bridge the gap between company, customers, competitors and channels of distribution, they not only manage their marketing strategies, but also tend to be highly influential in business and corporate strate...