Purpose – The purpose of this paper is to present taxonomy of marketing strategy concepts and integrative frameworks that differentiate and integrate its formulation and implementation processes. Design/methodology/approach – The paper is conceptual based on a review of academic literature on marketing strategy chronicled in major marketing journals January 1990-April 2006. We present selected ...

This paper analyzes the major trends in the business environment that shaped the business models adopted by companies and their new marketing strategies. It adopts a desktop research methodology by collecting data from previous academic papers, statistical, and analytical reports. It starts by analyzing the globalization trend that forced most of the emerging economies to liberalize and privati...

The story of the growth of emerging economies is about the growth of their marketing institutions. Marketing channels are the key marketing institution in enabling the flow of goods and services. However, marketing scholars typically rely on models and theories devised in the developed economies to study the marketing channels in emerging economies, and these include theories based on political...

In this paper we analyze the relationship between marketing mix and new product diffusion models. The goal is to obtain a general model that incorporates classic 4Ps of Marketing Mix: Product, Price, Place, Promotion. An empirical study was conducted using mobile broadband adoption data in Japan.

To maximize sales or profit given a fixed budget, direct marketing targets a preset top percentage of consumers who are the most likely to respond and purchase a greater amount. Existing forecasting models, however, largely ignore the resource constraint and render sup-optimal performance in maximizing profit given the budget constraint. This study proposes a model of partial order constrained ...

ERIM Report Series reference number ERS-2004-080-MKT Publication August 2004 Number of pages 21 Email address corresponding author [email protected] Address Erasmus Research Institute of Management (ERIM) Rotterdam School of Management / Rotterdam School of Economics Erasmus Universiteit Rotterdam P.O. Box 1738 3000 DR Rotterdam, The Netherlands Phone: +31 10 408 1182 Fax: +31 10 408 9640 Ema...

Direct marketing response models seek to identify individuals most likely to respond to marketing solicitations. Such models are commonly evaluated on classification accuracy and some measure of fit-to-data. Given large customer files and budgetary limitations, only a fraction of the total file is typically selected for mailing promotional material. This desired mailing-depth presents potential...

Latent attrition models serve as the foundation for analyzing transactional customer relationships to derive forecasts of customer behavior and value. Yet, extant models often overlook the effects of direct marketing and how it is individually targeted. We propose a parsimonious model that allows for direct marketing to impact the frequency with which transactions occur, the monetary amount of ...

Data mining in direct marketing aims at identifying the most promising customers to send targeted advertising. Traditionally, statistical models are used to make such a selection. The success of statistical models depends on the validity of certain assumptions about data distribution. Artificial intelligence inspired models, such as genetic algorithms and neural networks, do not need those assu...