Interpersonal information sources are often used by consumers, and indubitably influence their decision-making processes. Recently, terms such as permission marketing, opt-in marketing, viral marketing and collaborative filtering have been coined to describe different ways in which the Internet can be used to communicate with consumers. These concepts and tools all have in common the use of int...

Online reputation management (ORM) has been considered as a significant tool of internet marketing. The purpose of this paper is to construct a decision model for evaluating performances and improving professional services of marketing. To investigate the interrelationship and influential weights among criteria, this study uses a hybrid MCDM model including decision-making trial and evaluation ...

Marketing problems often involve binary classification of customers into “buyers” versus “non-buyers” or “prefers brand A” versus “prefers brand B”. These cases require binary classification models such as logistic regression, linear, and quadratic discriminant analysis. A promising recent technique for the binary classification problem is the Support Vector Machine (Vapnik (1995)), which has a...

The purpose of this study was to assess the effect of advertisement choice on individuals’ subsequent attention towards the advertisement. Participants in this study decided which type of advertisement to watch or they were not given a choice. Results of the study showed that advertisement choice significantly influenced female participants’ subsequent attention towards the advertisement but no...

This paper discusses a popular teaching technique applied in Sales Courses that marketing educators can utilize to engage today’s millennial students through the use of streaming video technology. The exercise, a role-play simulation, can help today’s marketing students gain valuable skills needed to improve their communication ability by completing a two-stage role-play. Utilizing quasi-experi...

Creativity in Product Innovation describes a remarkable new technique for improving the creativity process in product design. Certain “regularities” in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as “Creativity Templates.” This book describes the theory and implementation of these Tem...

Typically, marketers define market segments by their demographic characteristics, assuming that these segments represent consumers with relatively homogeneous buying patterns. A more managerially useful definition, however, groups consumers of similar behavior directly and then seeks to find demographic comrnonalities among them. This study uses a latent class analysis technique to segment cons...

Viral marketing can be an effective marketing technique in social networks. Initiating from a set of influential seed users, it can activate a ‘‘chain-reaction’’ driven by word-of-mouth. The effectiveness of viral marketing lies in the fact that it conveys an implied endorsement from social ties. Existing approaches to selecting influential seeds depend on measures of global centrality within t...

in today's competitiveenvironment, customers are the most important asset to any company. therefore,in order to retain customers, it is essential to understandtheirbehaviour for developing effective strategies. one of the most commonmethods for customer analysis is market segmentation that helps companies todevelop marketing technique by dividing market into several smaller homogeneousgrou...