The direct-marketing business process applied in Slovenian publishing company was inefficient because of inadequate procedure used to create a list of potential customers for a marketing campaign. Considering the nature of the problem, data mining was selected to solve the problem. The company’s direct marketing business process was renovated based on the CRISP-DM methodology and by using data ...

CV. Tio Craft Indonesia is required to achieve marketing performance in order compete competitively. Various types of products with designs have been created meet consumer needs. However, the increasingly competitive business competition has an impact on sales that decreased. Therefore, it important understand company's internal and external environment develop right strategy. The purpose this ...

Given the vast amount of data generated by customers’ online and offline purchases, many organizations today are turning to data analytics to help design their direct marketing campaigns and introduce personalized promotions for customers. Data analytics allows companies to implement more effective market segmentation strategies, customize promotional offers, allocate marketing resources effici...

In order to explore the complexities of developing a strategic marketing plan, this article is written in three parts. The first describes the strategic marketing planning process itself and the key steps within it. It also deals with implementation issues and barriers to marketing planning. The second part provides guidelines for the marketer which will ensure that the input to the marketing p...