Experiential learning is “effective learning resulting from active student involvement with an experience and subsequent reflection on that experience” (Camarero, Rodriguez, & San José, 2010:84). Techniques of experiential learning have been extensively used and studied in the context of marketing education, and constitute one of the most thoroughly investigated topics in marketing education re...

the accomplished researches show that in order to have better external service quality, the organizations need to have personnel (internal customers) responsibility to the objectives and visions of the organization and possess customer-oriented behaviors, and proper internal service (the satisfaction of departments with one another). in these times, after the consideration of internal marketing...

In this paper we propose a multi-objective mathematical model to aid the marketing team of a company in customer service marketing. Customer reflects to the services provided by a company, and the reflections affect the profit of the company. Thus, the services can be evaluated by the customers to imply the company's performances. First, the services are purified based on the opinions of th...

Major international hallmark events, especially the Olympic Games, represent a significant opportunity for marketing tourism to the host country. Due to the scale and importance of the event, the coordination between the Olympic organizing committee and the destination marketing organization of the host country becomes a knowledge-intensive and exceptionally complicated task. Analyzing on-site ...

The topic for this paper is extremely broad, unless one views the less developed countries as a homogeneous grouping, which I do not. In an effort to align my presentation with the seminar objectives and the other presentations, I have organized my remarks around three sub-topics. They are 1. the role of marketing in economic development; 2. marketing patterns and problems in selected countries...

This paper presents a conceptual analysis of utilising aspects of contemporary psychological theories to develop marketing practice. It attempts to extend our understanding of identified approaches which frequently fail to recognise the subtle complexities associated with customer attention. This is perceived to be a critical factor in marketing strategies where instances of organisational obje...

Marketing of innovation is highly complex because the potential customers usually are unaware of the new product. In the same way, the markets as known in traditional marketing are frequently absent. The biotechnology is based on a crosssectional knowledge, which represents a particular challenge and is different from other more mature and more traditional market products. Customers and biotech...

What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing planning? Next, we examine expert prescriptions: What do they say is the best way to plan? More important than face validity, however, are tests of const...

Churn modeling is important to sustain profitable customer relationships in saturated consumer markets. A churn model predicts the likelihood of customer defection. This is important to target retention offers to the right customers and to use marketing resources efficiently. The prevailing approach toward churn model development, supervised learning, suffers an important limitation: it does no...

Marketing researchers have used models of consumer demand to forecast future sales; to describe and test theories of behavior; and to measure the response to marketing interventions. The basic framework typically starts from microfoundations of expected utility theory to obtain an econometric system that describes consumers' choices over available options, and to thus characterize product deman...