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Learning by simulation - computer simulations for strategic marketing decision support in tourism
Buchta, Christian; Dolnicar, Sara - 2003
This paper describes the use of corporate decision and strategy simulations as a decision-support instrument under varying market conditions in the tourism industry. It goes on to illustrate this use of simulations with an experiment which investigates how successful different market...
Persistent link: https://www.econbiz.de/10005844707
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Business process automation in Greek telecommunications companies and marketing strategies
Katsonis, Nikolaos; Sfakianakis, Michael - In: International journal of electronic customer … 10 (2016) 1, pp. 2-13
Persistent link: https://www.econbiz.de/10011687957
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Macrantha Sealant : a positioning strategy
Purandare, Shraddha - In: Asian journal of management cases 21 (2024) 1, pp. 39-47
Persistent link: https://www.econbiz.de/10014634011
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An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK
Dimitrova, Kristina Krasimirova; MacKay, Steve - In: International Journal of Online Marketing (IJOM) 7 (2017) 2, pp. 23-41
High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been...
Persistent link: https://www.econbiz.de/10012046814
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Visits to the Client when Tendering for Consulting Contracts: Sourcing Information or Influencing the Client?
Svensson, Roger - 2000
Consulting firms (CFs) sell services on a project basis to many clients and must therefore continuously tender for new contracts. One frequently used strategy by CFs is to visit the clients in connection to the tenders. The reason to the visits is either: 1) to influence the client in his...
Persistent link: https://www.econbiz.de/10010334739
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Market segmentation with choice-based conjoint analysis
DeSarbo, Wayne S.; Ramaswamy, Venkatram; Cohen, Steven H. - 1995
Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical …
Persistent link: https://www.econbiz.de/10009476603
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The relationship between the marketing mix and share of category requirements
Bhattacharya, C. B.; Fader, Peter S.; Lodish, Leonard M.; … - 1996
A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that … period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing …-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is …
Persistent link: https://www.econbiz.de/10009476604
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A spatial interaction model for deriving joint space maps of bundle compositions and market segments from pick-any/J data: An application to new product options
DeSarbo, Wayne S.; Ramaswamy, Venkatram; Wedel, Michel; … - 1996
We propose an approach for deriving joint space maps of bundle compositions and market segments from three-way (e.g., consumers x product options/benefits/features x usage situations/scenarios/time periods) pick-any/J data. The proposed latent structure multidimensional scaling procedure...
Persistent link: https://www.econbiz.de/10009476605
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Co-creation experiences: The next practice in value creation
Prahalad, C. K.; Ramaswamy, Venkatram - 2004
Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves. Growth and value creation have become the dominant themes for managers. In this paper, we explain this...
Persistent link: https://www.econbiz.de/10009476625
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Direct regression, reverse regression, and covariance structure analysis
Fornell, Claes; Rhee, Byong-Duk; Yi, Youjae - 1991
This paper discusses the issues in estimating the effects of marketing variables with linear models. When the variables …
Persistent link: https://www.econbiz.de/10009476756