With the advent of one-to-one marketing media, e.g. targeted direct mail or internet marketing, the opportunities to develop targeted marketing campaigns are enhanced in such a way that it is now both organizationally and economically feasible to pro tably support a substantially larger number of marketing segments. However, the problem of what segments to distinguish, and what actions to take ...

Society in the current period is facing various kinds of challenges and obstacles related to acceleration urbanization industrialization. As for problems at moment, namely health crisis pollution that can threaten present or future generations so action needed ensure optimal living conditions, it becoming increasingly important understand green marketing other forms support. Therefore, aim this...

With the advent of one-to-one marketing media, e.g. targeted direct mail or internet marketing, the opportunities to develop targeted marketing (customer relationship management) campaigns are enhanced in such a way that it is now both organizationally and economically feasible to profitably support a substantially larger number of marketing segments. However, the problem of what segments to di...

Purpose: To conceptualise, discuss and evaluate an emergent marketing philosophy, “transcendental marketing”, and its application in practice. Design/methodology/approach: A conceptual framework is grounded in the literatures of marketing practice and leadership styles, and refined by reference to two case examples. Findings: There is scope, limited at present but promising in the longer term, ...

This paper reports on the development and implementation of a large-scale, marketing analytics framework for improving the segmentation, targeting and optimization of a consumer-facing firm’s marketing activities. The framework leverages detailed transaction data of the type increasingly becoming available in such industries. The models are customized to facilitate casino operations and were im...

Nowadays, with increasing service industries, service marketing and service quality have become an important challenge to organizations. The attempts of organizations in this situation are witnesses to this matter. In the past years, the organizations tried to reach service quality appropriation and satisfaction of self-external customers by concepts and approaches of external marketing. One of...

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. In particular, audience perceptions of advertising intrusiveness, perceived loss of control (as conceptualized by Psychological Reactance), and irritation regarding the direct marketing techniques ...