Today, communication with consumers and their influence towards adopting healthy eating habits must represent a priority for public health authorities in every country around the world. This paper presents the main marketing resources, which can be used to healthier eating promotion among consumers. As nowadays marketing represents a key instrument in influencing the food choices of the modern ...

A new or remodeled library presents a unique marketing opportunity for the hospital librarian. Furthermore, a well-designed library markets itself through its convenience, attractiveness, and ease of use. A marketing approach to library planning takes into account needs of users and of library staff and considers the librarian's relations with the architect as well as with hospital employees. T...

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...

This paper argues that there are four key conceptual techniques used in Customer Relationship Management (CRM) which should be considered Imperatives for contemporary 21st century e-Business today. Customer Relationship Management itself may be defined as an attempt to find the most efficient way to focus the Marketing effort in order to generate revenue. The antecedents of successful Customer ...

This article is the second in a two-part series concerning marketing techniques to enhance nurses' adoption of innovations. Introducing and getting staff to implement new policies and procedures constitute an important part of the WOC nurse's role. The application of Rogers' Diffusion of innovation Theory provides WOC nurses with a framework to introduce innovations into the clinical setting an...

This presentation overviews the applications of survival analysis techniques for marketing. It covers three major areas of applications: customer relationship management (attrition modeling, customer base analytics, customer lifelong value modeling), marketing campaign management (customer selection, marketing campaign evaluation) and trigger event management (evaluation of importance of trigge...

Time-series methods have been available to explain and forecast the behavior of longitudinal variables for several decades. We first discuss why, at first, these methods received relatively little attention from marketing model builders and users. We then show how a number of obstacles to their more widespread use have recently been attenuated. Finally, we identify four developments that may si...

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy a particular product/service. Recent studies have shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the em...

Due to the proliferation of information systems and technology, businesses increasingly have the capability to accumulate huge amounts of customer data in large databases. However, much of the useful marketing insights into customer characteristics and their purchase patterns are largely hidden and untapped. Current emphasis on customer relationship management makes the marketing function an id...