As compared to the traditional advertising, the word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and rapid delivery; this is especially the case with the popularity of online social networks. This paper addresses the issue of maximizing the overall profit of a WOM marketing campaign. A marketing process with both positive and negative WOM is modeled a...

data mining is a powerful tool for firms to extract knowledge from their customers’ transaction data. one of the useful applications of data mining is segmentation. segmentation is an effective tool for managers to make right marketing strategies for right customer segments. in this study we have segmented retailers of a hygienic manufacture. nowadays all manufactures do understand that for sta...

Due to the increasing size and complexity of products offered by online stores and electronic marketplaces, the identification of solutions fitting to the wishes and needs of a customer is a challenging task. Customers can differ greatly in their expertise and level of knowledge w.r.t. the product domain which requires sales assistance systems allowing personalized dialogs, explanations and rep...

For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing’s existence as a distinct capability within the firm. This article proposes a broad framewor...

Since recommendation systems have been increasing gradually, it is difficult for decision makers to find the customers which interest them as well as representative lists. How to utilize meaningful information effectively to improve the service quality of recommendation system appears to be very important. The purpose of this paper is to provide recommendation system architecture to promote dir...

M production with sales potential is essential for survival in volatile markets. Manufacturing and marketing managers compete for staff, space, cash, and other assets as they struggle both to determine what and how many products ought to be produced, and to actually produce them. We develop an analytical framework to answer one simple question, “How much marketing research should a firm do when...

Reducing food marketing to children has been proposed as one means for addressing the global crisis of childhood obesity, but significant social, legal, financial, and public perception barriers stand in the way. The scientific literature documents that food marketing to children is (a) massive; (b) expanding in number of venues (product placements, video games, the Internet, cell phones, etc.)...