Background. Marketing mix is a tool which can be used by administrators to achieve their goals. Objectives. This research investigated the role of sports marketing mix in generating revenue for football clubs. Methods. Data for this mixed method research was obtained from library studies, interviews with experts, and questionnaires. The statistical population comprised employees of the Footba...

Although eye tracking is a method able to reveal cognitive processes that cannot be measured with approaches such as surveys or direct observation, its use in consumer research is uncommon and primarily restricted to the measurement of attention. This paper analyzes the application of eye tracking in marketing and consumer research thus far, and identifies more innovative ways in which eye trac...

The study provides insights into experiential marketing in a predominantly goal-directed service like internet banking. A model is proposed that combines two complementary approaches in the analysis of experience: a cognitive approach based on quality and an affective approach based on emotions. 754 valid observations have been collected through an online survey among heavy users of internet ba...

Advances in cognitive, affective, and social neuroscience raise a host of new questions concerning the ways in which neuroscience can and should be used. These advances also challenge our intuitions about the nature of humans as moral and spiritual beings. Neuroethics is the new field that grapples with these issues. The present article surveys a number of applications of neuroscience to such d...

RFM model is an important method in customer clustering. Some past studies have proposed fuzzy RFMs model to overcome the shortcomings of traditional RFM models. However, there are some problems unsolved in these approaches. To deal with these problems and to enhance the flexibility in customer clustering, the traditional fuzzy c-means (FCM) method is fuzzified to deal with R, F, and M scores t...

In the context of the wars between the upstart Internet retailers and the existing bricks-and-mortar retailers, many e-marketing techniques were invented. This article develops a single unifying and theoretically based taxonomy for e-marketing techniques: the e-marketing mix. Drawing on the paradigms of exchange, relationships, and digital interactions in networks, 11 e-marketing functions are ...