While prior research confirms a positive relationship between organizational capabilities and performance in more developed and emerging economies, this research investigates technology and marketing capabilities in enterprises operating in a highly constrained economic context. Additionally, this research examines how managerial thinking and action influences the development of technology and ...

Marketing deals with identifying and meeting the needs of customers. It is therefore both an art and a science. To bridge the gap between art and science, soft computing, or computing with words, could be an option. This chapter introduces fundamental concepts such as fuzzy sets, fuzzy logic, and computing with linguistic variables and terms. This set of fuzzy methods can be applied in marketin...

Since the mid 1980s marketing has no longer merely concentrated on the design of individual interactions but has also considered or even focused on the design of the entire customer relationship (cf. e.g. Dwyer and Schurr and Oh 1987; Rogers and Peppers 1994; Peter and Schneider 1994). Against the background of increasing purchaser power in saturated, transparent markets, this reorientation is ...

Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which not always clearly categorised. This article seeks to investigate the relationship between one of novel tools, content marketing, five elements traditional communication mix. Based an extensive literature review, this paper analyses main differences similarities them. aims generate ...

This chapter deals with how to use data mining technology to find interesting pattern, which can be organized for global customer retention. Customer relationship management (CRM) comprises a set of processes and enabling systems supporting a business strategy to build long term, profitable relationships with specific customers. Customer data and information technology (IT) tools shape into the...