the aim of this study was to analyze the impact of organizational learning and marketing metrics on the marketing performance in the elon plast company of kermanshah province. it is a functional purpose study with descriptive – survey method. the statistical population includes 100 employees of elon plast company in kermanshah province. a sample of 80 people was chosen using cochran formula. da...

one of the most important behavioral aspects in relationship among the main members of marketing channel is the issue of power and dependence that here we have looked through the source of power and countervailing power and we have considered reputation independence, sale and profits and marketing role dependence. in this research relationship between the two main marketing channel members in h...

The advancement in technology, competitive market environment and changing behaviour of customers has generated an increased interest in direct marketing method for marketing. Data mining technology can predict and detect the changes in customer behaviour which facilities the effective planning of direct marketing campaigns. The objective of this paper is to generate a simplified data mining fr...

the purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. it is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to december 2015. besides, the paper ref...

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 ...

Marketing campaigns directed to randomly selected customers often generate huge costs and a weak response. Moreover, such campaigns tend to unnecessarily annoy customers and make them less likely to answer to future communications. Precise targeting of marketing actions can potentially results in a greater return on investment. Usually, response models are used to select good targets. They aim ...