Companies have made their best efforts to sustain ongoing relations with their customers and thus generate as much revenue and profits as possible through CRM (Customer Relationship Management). One of the key marketing tools of CRM is target marketing. Target marketing is a marketing strategy that analyzes certain goods and services preferred by existing customers, develops new goods and servi...

Author Bio Dr Bruce Perrott is the Research Director with the Marketing Strategy and Technology Group at the School of Marketing, University of Technology, Sydney. He is also an international consultant in strategy and marketing working with such organizations as the United Nations (UNCTAD), American Express, Coca Cola Amatil, Lend Lease. Before his academic and consulting careers, he held seni...

The use of metaphors as the main marketing strategy in psychotropic drug advertising in journals and the quality of information provided in these advertisements has been criticised. We investigated marketing strategies and information provision in advertisements appearing in three different psychiatric journals. The majority of advertisements in two of the journals used metaphors as their main ...

The concept of “alignment” – between IS strategy and business strategy has become widely recognized as an important determinant of information systems success. Alignment is also an important consideration in the marketing domain, although there it usually concerns alignment between the organization and its customers. This study examines alignment between the IS and marketing functions. Field in...

Social commerce should make more efforts to retain existing customers. Shopping motivation which reflects the customers' behavior is one of the key factors to meet the users' needs. In order to attract customers, social commerce enterprise needs to better understand the shopping motivation. This study provided implications on social commerce business, service and consumer-oriented marketing str...

To understand the consumer is the prerequisite for the enterprise to enter the consumer market. With the market competition intensified, Traditional marketing strategy is difficult to achieve the expected goal of the enterprise. It needs new marketing theory to guide the market and satisfy the demand. In this paper, the sales of baking products are taken for an example in which 425 questionnair...

Marketing is an applied science that tries to explain and influence how firms and consumers actually behave in markets. Marketing models are usually applications of economic theories. These theories are general and produce precise predictions, but they rely on strong assumptions of rationality of consumers and firms. Theories based on rationality limits could prove similarly general and precise...

The Internet is growing in significance in B2C electronic commerce as people become more comfortable with the technology. Past analytical research on Internet commerce has mainly focused on its ability to lower consumers’ search costs. Few have looked at the implications of having the Internet as an additional channel of distribution on firms. In this paper, I adopt a game theoretic approach to...