Consumer behaviour discipline has made traditionally use of models to understand consumers. Thus, following the scientific method, marketing academics usually pose theoretical models which are subsequently tested by means of several statistical methods. When such models are complex –i.e. several dependent and independent constructs with multiple relations among them– the method usually used for...

Consumer behaviour discipline has made traditionally use of models to understand consumers. Thus, following the scientific method, marketing academics usually pose theoretical models which are subsequently tested by means of several statistical methods. When such models are complex –i.e. several dependent and independent constructs with multiple relations among them– the method usually used for...

Purchase decisions are complex processes that follow economic, psychological and consumer behaviour models. These processes have been largely explored and subsequent marketing strategies have been derived from them. Selling products and services over the Internet complicates the process introducing a technical intermediary into this system. To facilitate a maximum of transactions initiated via ...

Word-Of-Mouth (WOM) is the opinion of consumers about a product. There is currently a clear trend in the use of WOM to diffuse information about a new product, known as WOM marketing campaigns. Marketing researchers are studying the impact of the different types of these campaigns has. The difficulty in getting data and isolating the effect that is analyzed limits the research of marketers in t...

the primary focus of the present study is to review organization analysis models from the standpoint of marketing and to propose an appropriate model for information centers and entities. a detailed literature review is made concerning marketing concepts, principles and services with respect to information organizations. the second stage deals with review and study of information entities, thei...

− This article describes fundamentals of Global Advertising Strategies' MPT3 Continuum TM framework − a set of mathematical and visual models designed to optimize marketing campaigns in respect to P&L, ROI and price/performance ratios. Various non-linear optimization techniques were created and implemented for numerous niche − targeted marketing campaigns. Pre-and post-campaign surveys are cons...

Research Professor of Marketing at Tilburg University and Professor of Marketing at the Catholic University Leuven, P.O. Box 90153, NL-5000 LE Tilburg, Netherlands, Phone: +31-13-466-3423, Fax: +31-13-466-8354, E-Mail: [email protected] Dominique M. Hanssens is the Budd Knapp Professor of Marketing at UCLA Anderson School of Management, 110 Westwood Plaza, 90095 Los Angeles, USA, Phone: +1-310...

Given the growth of the service sector, and advances in information technology and communications that facilitate the management of relationships with customers, models of service and relationships are a fast-growing area of marketing science. This article summarizes existing work in this area and identifies promising topics for future research. Models of service and relationships can help mana...

In this paper we consider some nonlinear discrete-time dynamic models proposed in the literature to represent marketing competition, and we use these models to critically discuss the statement, often made in economic literature, that identical agents behave identically and quasi-identical ones behave in a similar way. We show, through examples and some general mathematical statements, that the ...

This year marks the 150(th) anniversary of the presentation by Gregor Mendel of his studies of plant hybridization to the Brunn Natural History Society. Their nature and meaning have been discussed many times. However, on this occasion, we reflect on the scientific enterprise and the perception of new discoveries.