according to capabilities-based theory, companies can achieve competitive advantage through capabilities such as marketing capability which resulted in the lead in identifying customer needs and understanding the factors influencing their behavior. in this regard, it is important knowing that electronic marketing as innovative technology-based activity how much can moderate the impact of market...

In several economic applications (e.g. marketing research, microsimulation models) there is the need to consider different data sources and to integrate the information coming from them. In this paper we show how integration problems can be managed by means of coherence for partial conditional probabilistic assessments. Coherence allows us to combine the knowledge coming from the different sour...

After introductory remarks on the definition of marketing, the evolution of library and information services (LIS) marketing is explained. The authors then describe how marketing was applied to LIS over the years. Marketing is also related to other concepts used in the management of LIS. Finally the role of professional associations in diffusing marketing theory is portrayed and the importance ...

Nowadays marketers complain about the lack of correct information or large amount of misinformation. The problem that managers deal with is not shortage of knowledge, but massive information. To overcome this problem, a good marketing information system balances the information users really need and what is feasible to offer. The objective of this study is to investigate the effect of marketing...

The main problem currently faced by market-oriented firms is not the availability of information (data), but the possession of appropriate levels of knowledge to take the right decisions. This is common background for firms. In this regard, marketing professionals and scholars highlight the necessity for knowing and explaining consumers’ behaviour patterns in an increasingly efficient way. The ...

Individual targeting, a marketing strategy that firms target individual consumers with tailored offers, is currently a widespread practice. Customer data intermediaries (CDIs) have emerged recently to help firms learn their prospective customers and launch their target marketing campaigns. This paper uses a common-value auction framework to study how a CDI designs and differentiates its informa...