A key challenge for companies is to manage customer relationships as an asset. To create an effective toolkit for the analysis of customer relationships, a combination of relational databases and fuzzy logic is proposed. The fuzzy Classification Query Language allows marketers to improve customer equity, launch loyalty programs, automate mass customization, and refine marketing campaigns.

BACKGROUND Like many sub-Saharan African countries, Zambia is dealing with major health issues, including HIV/AIDS, family planning, and reproductive health. To address reproductive health problems and the HIV/AIDS epidemic in Zambia, several social marketing and health communication programs focusing on reproductive and HIV/AIDS prevention programs are being implemented. This paper describes t...

This report distills the finer points of public awareness and social marketing in urban disaster risk management practice in Asia. It reviews more than dozen case studies of country demonstration projects that have been implemented as a part of Asian Urban Disaster Mitigation Program (AUDMP). It draws principles, methodologies, examples and lessons learned from each public awareness and social ...

It is crucial to maximize marketing efficiency and customer satisfaction in personalized marketing. In this paper, we raise the multiple recommendation problem which occurs when performing several personalized campaigns simultaneously. We formulate the multi-campaign assignment problem to solve this issue and propose methods for solving the problem. The most notable element is the Lagrange mult...

Intensive and sustained efforts to "counter-market" tobacco among teenagers are necessary to negate the "friendly familiarity" created by tobacco advertising and to communicate the true health and social costs of tobacco use. Counter-marketing campaigns should: highlight a tobacco-free lifestyle as the majority lifestyle of diverse and interesting individuals; explain the dangers of tobacco in ...

SMQ / VOL. XII / NO. 1 / SPRING 2006 ABSTRACT Partnership development for national social marketing campaigns is a much copied, but poorly researched, area of practice. As part of the development of Phase II of the Centers for Disease Control’s National Bone Health Campaign, several needs-assessment and market analysis activities were conducted to develop partnership strategies that were respon...

This study examines the relation between life events and the adoption of wills among older adults using the 1996 and 2000 surveys of the Heath and Retirement Study. The results suggest that the adoption of wills and trusts is associated with four life events (i.e., becoming a widow, being diagnosed with cancer, retiring, and having a positive change in assets). Older adults experiencing these e...

services—which allow them to create and share in a timeand cost-effi cient way their own content, ideas, and opinions with virtually millions of people connected to the World Wide Web. This huge amount of useful information, however, is mainly unstructured (because it’s specifi cally produced for human consumption) and, hence, it isn’t directly machine-processable. The opportunity to capture th...

BACKGROUND The purpose of this study was to describe the development and evaluation of the image-based Veterans Affairs (VA) Tobacco Tactics program logo and campaign character using principles of social marketing. METHODS Four cross-sectional surveys with open- and closed-ended questions were used to gather participant demographic information, smoking behavior, and feedback on the developmen...

Conservation marketing campaigns that focus on flagship species play a vital role in biological diversity conservation because they raise funds and change people's behavior. However, most flagship species are selected without considering the target audience of the campaign, which can hamper the campaign's effectiveness. To address this problem, we used a systematic and stakeholder-driven approa...