In a very competitive mobile telecommunication industry business environment, marketing managers need a business intelligence model that allows them to maintain an optimal (at least a near optimal) level of churners very effectively and efficiently while minimizing the costs throughout their marketing programs. As a first step toward optimal churn management program for marketing managers, this...

In epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people in a given population within a short period of time. In the marketing context, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This specific marketing communication strategy is commonly referred as viral marketing. Due to ...

In epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people in a given population within a short period of time. In the marketing context, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This specific marketing communication strategy is commonly referred as viral marketing. Due to ...

A s we enter the new millennium, we are at the end of the era when firms could gain and sustain competitive advantage merely by having market data. Today large firms have access to more market and customer data than they can use. Having too much data without the models and systems for discovering what is important and what can be discarded can be as bad (or worse) than having too little data. I...

Viral marketing takes advantage of preexisting social networks among customers to achieve large changes in behavior. Models of influence spread have been studied in a number of domains, including the effect of ’word of mouth’ in the promotion of new products or the diffusion of technologies. A social network can be represented by a graph where the nodes are individuals and the edges indicate a ...

A key aspect of word of mouth marketing are emotions. Emotions in texts help propagating messages in conventional advertising. In word of mouth scenarios, emotions help to engage consumers and incite to propagate the message further. While the function of emotions in offline marketing in general and word of mouth marketing in particular is rather well understood, online marketing can only offer...

this comparative study investigates the iranian exporters and the u.s. importers perception of persian carpet branding strategy in the u.s. market. wong and merrilees conceptual model of international branding strategy (2007) is used as the base model. two separate models for these communities are extracted. results indicated that the two models are different together and with the base model du...

In this paper we present the results of an experimental study of the impact of the quality of a marketing decision support system (MDSS). The experiment was conducted in the MARKSTRAT environment. The quality of an MDSS was operationalized as the predictive precision of its simulation models. The results show that marketing decision-makers using a high-quality MDSS outperform marketing decision...

As Sun Tzu says: “Judge advantages when accepting advices, and then, in accordance with that, arrange your forces supplementing them with extraordinary tactics. Forces should be arranged strategically, based on that what gives the advantage.” This though directly points that strategy and tactics need to be developed in the same direction to gain success. This is the application of the research ...

according to several reports, in spite of huge investment on customer relationship management (crm), risk of implementing such projects is high. one of failure factors is having no method to assess crm success comprehensively. nowadays, classic financial methods are common ways for assessing marketing and crm initiatives. but, the mentioned models are unsuitable to assess investments like crm t...