This special issue of the Journal of Business Research deals with a wide range of marketing research subjects. The papers pertain to the marketing–sales relationship, sport participants' satisfaction, importance–performance analysis, country of origin, internet banking, tourism and travel, and management leadership style. The ten papers in this special issue were selected from the papers presen...

In direct marketing large amounts of customer data are collected that might have some complex, non linear relation to customer behavior. Data mining techniques can ooer insight in these relations. In this paper we give a basic introduction in the application of data mining to direct marketing. Best practices for data selection, algorithm selection and evaluation of results are described and ill...

With the increase of living standards and the sustainable changing patterns of people’s lives, nowadays, hairdressing services have been widely used by people. This paper adopts data mining techniques by combining self-organizing maps (SOM) and K-means methods to apply in RFM (recency, frequency, and monetary) model for a hair salon in Taiwan to segment customers and develop marketing strategie...

In recent product purchase activities, emotional factors are increasingly affect purchase decisions. Accordingly, Korea’s mobile phone brands that used to emphasize communication quality and function are gradually developing emotional marketing to stimulate the emotions of customers with the visual and auditory elements on their corporate websites. By means of online questionnaires , this paper...

This paper deals with the issues of combining Web-based decision aid techniques and technologies for international marketing planning and investigating the value of such integration. Firstly, a Web-enabled hybrid intelligent software system integrating Web-based knowledge automation, fuzzy logic and online databases for international marketing decision making is presented. Secondly, the evaluat...

Marketing is a key concept in any business. There are many aspects of marketing such marketing techniques. This paper focuses on how to target a market. This paper has defined four factors for targeting an attractive market, i.e. size of market, growth, stability, and competition that affects the business or firm to target an attractive market is analyzed using rational analysis. It aims to ide...

email marketing is increasingly recognized as an effective internet marketing tool. in this study, a questionnaire is constructed and distributed to a sample of 146 prospects of aditi technologies to find the factors associated with higher response rates. the collected data is analyzed using factor analysis and the 11 factors, from line, subject line, personalization of the subject line, timing...

The mission of UNU/IIST is to assist developing countries in the application and development of software technology. UNU/IIST contributes through its programmatic activities: 1. advanced development projects in which software techniques supported by tools are applied, 2. research projects in which new techniques for software development are investigated, 3. curriculum development projects in wh...

1 . INTRODUCTION Companies invest millions of dollars every year in various fonns of marketing communications to influence customers and prospects to buy products and services. For example. General Motors spent over $2.8 billion last year to promote its lines of automobiles. Brand managers, senior management, and shareholders therefore have an interest in knowing whether or not their media adve...

Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to i...