The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to f...

Marketing-mix plays an essential role in the competitive business environment. Marketing decision makers constantly need to monitor changes in the environment and organization to make necessary changes. Therefore, a knowledge management system is required to acquire, store, retrieve and use up-to-dated knowledge. Corporations also tend to look for systems assisting them in knowledge management....

In this paper we put forward a duration model to analyze the dynamic effects of marketing-mix variables on interpurchase times. We extend the accelerated failuretime model with an autoregressive structure. An important feature of our model is that it allows for different long-run and short-run effects of marketing-mix variables on interpurchase times. As marketing efforts usually change during ...

Many marketing scholars have seriously debated the status of marketing as a discipline and in the corporate practice (see for example the special issue of Journal of Marketing, October 2005). Have marketing scholars specialised excessively on narrow perspectives and thus failed to look at the bigger picture in theory and practice? Consequently, it is no wonder that this main theme of the EMAC 2...

Prior research has affirmed the importance of direct marketing in various nonprofit industries, yet little guidance has been offered as to selection of those direct marketing methods that have significant effects on actual performance. This research investigates the effects of direct marketing on multiple measures of performance in the nonprofit arts industry. The results suggest that direct ma...

Prior to a new product launch, marketers need to infer how demand will respond to various levels of marketing mix variables in order to set an appropriate marketing plan. A critical challenge in estimating marketing mix responsiveness from historical data is that the observed decisions were affected by private information possessed by managers about the heterogeneous effects of marketing mix va...