This teaching case illustrates the complexities in online marketing, especially in health care online marketing. It presents the challenges patients face when seeking information for treatments, and how patients may be flooded with information of poor quality, even scams. We examines the role of the search engine giant Baidu. The case discusses Baidu’s revenue generation models, the keywords bi...

Bayesian methods have become widespread in marketing literature. We review the essence of the Bayesian approach and explain why it is particularly useful for marketing problems. While the appeal of the Bayesian approach has long been noted by researchers, recent developments in computational methods and expanded availability of detailed marketplace data has fueled the growth in application of B...

This study examines the associations between alcohol marketing strategies, alcohol education including knowledge about dangers of alcohol and refusal of alcohol, and drinking prevalence, problem drinking, and drunkenness. Analyses are based on the Global School-Based Student Health Survey (GSHS) conducted in Zambia (2004) of students primarily 11 to 16 years of age (N = 2257). Four statistical ...

Recent research has shown that 82% of adolescent pregnancies are unintended. Social marketing has potential to reduce unintended adolescent pregnancy but its effectiveness in this area has not been thoroughly evaluated. This article reviews the literature on social marketing and assesses its potential to reduce unintended adolescent pregnancy. We identified five communication principles as rele...

In a very competitive mobile telecommunication 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 paper fo...

Agricultural products network marketing means fully introducing e-commerce systems into the sale process of agricultural products, using information technologies to publish and collect the demand and price information, and relying on agricultural production bases and logistics distribution systems to enhance brand images, improve customer services, develop online marketing channels and ultimate...

This paper is primarily focused on approaches and techniques to online promotion of electronic business models using special tools, including search engine optimization, (SEO), online advertisements and new methods of generating visitors to a Website. In last decade, the emergence of search engine marketing as one of the fastest growing industries has been observed. Search engine marketing has ...

The potential of the Internet to transform marketing practice is well-documented (Hoffman & Novac, 1997; Zineldin, 2000). It is argued that the exploitation of the Internet’s interactive and relationshipbuilding properties contribute to customer satisfaction and loyalty and hence, marketing success (Arnott & Bridgewater, 2002). Evidence suggests, however, that small to medium sized enterprises ...

Many companies have no reliable way to determine whether their marketing money has been spent effectively, and their return on investment is often not evaluated in a systematic manner. Thus, a compelling need exists for computational tools that help companies to optimize their marketing strategies. For this purpose, we have developed computational models of customer buying behavior in order to ...

Purpose – The purpose of this paper is to explore the role of marketing in today’s enterprises and examines the antecedents of the marketing department’s influence and its relationship with market orientation and firm performance. Design/methodology/approach – Data were collected from the West (i.e. the USA and Europe) and the East (i.e. Asia). Partial least squares (PLS) was used to estimate s...