Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a lar...

Streaming media, as a brand new carrier of cultural products, plays very important role in business and culture under the rapid development Internet. In wake pandemic, many media industries companies have been affected. First foremost is Netflix. With epidemic, Netflix’s market share continues to eat up film television. This paper will first study some problems encountered by Netflix after epid...

The study aligns marketing intelligence approaches with website performance assessment for evaluating the effectiveness of a company’s relational marketing strategies (RMS) in the performance of its corporate website. We develop a web mining based methodology that combines a classification procedure with discriminant analysis for analyzing clickstream data. Furthermore, we integrate managerial ...