In the last decade, use of Data Sciences, which facilitate decision-making and extraction actionable insights knowledge from large datasets in digital marketing environment, has remarkably increased. However, despite these advances, relevant evidence on measures to improve management Sciences remains scarce. To bridge this gap literature, present study aims review (i) methods analysis, (ii) use...

with the rapid growth of e-commerce and online consumer shopping trends, the importance of building and maintaining customer loyalty in electronic marketplaces has come into sharper focus in marketing theory and practice. this paper integrates previous research in the field of brand loyalty to present a conceptual framework of “e-loyalty” and its underlying drivers. implications for e-marketing...

Department of Management & Marketing King Fahd University of Petroleum & Minerals Dhahran 31261, Saudi Arabia Abstract. Existing streams of literature are integrated to propose a conceptual framework that highlights the antecedents of relationship marketing on customer loyalty and its outcomes. The framework aims to provide insights into the underpinnings of relationship marketing. The proposed...

the role of franchising for business growth, job creation, and economic development has been widely recognized around the world. to our knowledge, however, no research has been conducted to investigate franchise practices in iran. the purpose of this study was to investigate franchisor franchisee relationship and franchisees’ buying behavior using structural equation modeling, in tehran provinc...

Marketing resource allocation has been a topic of intense scrutiny, yet the literature on the topic has not paid adequate attention to the fact that the effectiveness of marketing-mix elements varies over time. Despite the fact that firms collect volumes of data on their customers, existing estimation approaches do not readily lend themselves to modeling the temporal variations for big data and...

in this paper, a comprehensive model is proposed to design a network for multi-period, multi-echelon, and multi-product inventory controlled the supply chain. various marketing strategies and guerrilla marketing approaches are considered in the design process under the static competition condition. the goal of the proposed model is to efficiently respond to the customers’ demands in the presenc...

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...