257,484 research outputs found

    Spotting The Elusive Prospect Customer: Exploratory Study Of A Web-Powered Customer Relationship Management Framework

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    Research on how Web-Mining (WM) optimizes marketing, is sparse. Especially absent, is research on WM usefulness for Customer Relationship Management (CRM). The purpose of this research, is to propose a Web Mining-enabled knowledge acquisition framework for analytical CRM. An exploratory study consisting of eleven in-depth interviews with marketing scholars and practitioners revealed that, WM methods and techniques - currently available to practitioners - are well-suited for identifying the profile of web prospects according to their browsing behaviour and to classify them into homogeneous groups. Besides, the nascent technologies regarding opinion mining, sentiment analysis or natural language parsing, and which underlie WM, seem sufficient to acquire knowledge pertaining to attitudinal and other more psychometrically-based characteristics about web prospects. Such tools enable to better understand the so-often termed elusive prospects, by crafting fine-grained online marketing strategies to acquire those would-be customers. The authors discuss the managerial implications that derive from these findings

    Sustainable Competitive Advantage of Internet Firms - A Strategic Framework and Implications for Global Marketers

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    Purpose – At the core of an international marketing strategy is the internet firm’s goal of building and sustaining a competitive advantage. The purpose of this paper is to present an integrative framework to explain the role that customer behavior and customer relationship management (CRM) play in developing a profitable, sustainable competitive advantage for internet companies. Design/methodology/approach – The integrative framework utilizes existing theoretical concepts from the areas of strategy and internet marketing and develops a framework to provide firms with insights into how they can gain the competitive advantage. Findings – This paper links global customer behavior to the firms’ business value chain and provides guidelines for strategic implications. In this conceptual paper, it is discussed that understanding consumer decision-making behavior on the web and managing these relationships are critically important to achieve a superior performance. Research limitations/implications – This is not empirical research. A theoretical model is presented for future testing by researchers using statistical techniques such as structural equation modeling. Practical implications – The framework provides managerial insights into building and sustaining a competitive advantage using a consumer-centric approach, coupled with CRM technology on a global scale. Managerial value is derived by providing an understanding of the link between a sustainable competitive advantage, customer-focused strategies, consumers’ needs and wants, the firm’s performance, and shareholder value. Originality/value – It is important for global marketers to understand how consumer decision-making on the web affects strategic and financial performance. This paper extends the current literature by integrating consumer decision behavior on the web, CRM, and the firms’ performance. This framework explains the creation of a sustainable competitive advantage using customer-focused strategies to develop customer loyalty for superior firm performance

    Sustainable Competitive Advantage of Internet Firms - A Strategic Framework and Implications for Global Marketers

    Get PDF
    Purpose – At the core of an international marketing strategy is the internet firm’s goal of building and sustaining a competitive advantage. The purpose of this paper is to present an integrative framework to explain the role that customer behavior and customer relationship management (CRM) play in developing a profitable, sustainable competitive advantage for internet companies. Design/methodology/approach – The integrative framework utilizes existing theoretical concepts from the areas of strategy and internet marketing and develops a framework to provide firms with insights into how they can gain the competitive advantage. Findings – This paper links global customer behavior to the firms’ business value chain and provides guidelines for strategic implications. In this conceptual paper, it is discussed that understanding consumer decision-making behavior on the web and managing these relationships are critically important to achieve a superior performance. Research limitations/implications – This is not empirical research. A theoretical model is presented for future testing by researchers using statistical techniques such as structural equation modeling. Practical implications – The framework provides managerial insights into building and sustaining a competitive advantage using a consumer-centric approach, coupled with CRM technology on a global scale. Managerial value is derived by providing an understanding of the link between a sustainable competitive advantage, customer-focused strategies, consumers’ needs and wants, the firm’s performance, and shareholder value. Originality/value – It is important for global marketers to understand how consumer decision-making on the web affects strategic and financial performance. This paper extends the current literature by integrating consumer decision behavior on the web, CRM, and the firms’ performance. This framework explains the creation of a sustainable competitive advantage using customer-focused strategies to develop customer loyalty for superior firm performance

    Social Marketing Approach to Recruit Cancer Survivors for Research and Treatment

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    Recruitment is fundamental to project success and the production of clinically and statistically meaningful results. However, researchers have been challenged to recruit adequate numbers of participants for supportive interventions for cancer survivors (Buss et al., 2008). The purpose of this dissertation was to use social marketing theory as a framework to better understand recruitment for a web-based psychosocial intervention for cancer survivors. The study sample included cancer survivors from the Loma Linda University cancer registry or reached via population-level recruitment efforts (e.g., web and print advertisements). Of the 384 eligible potential participants, 197 fully enrolled in the intervention. Among potential participants, greater distress was associated with younger age, being female and lower SEER score, and study enrollment was higher among individuals with greater distress. Additionally, further progression through the recruitment process (i.e., full study enrollment versus just registration) was associated with higher income, being male, non-Hispanic White ethnicity, and a high level of distress. Consistent with previous research, perceived barriers/costs of enrollment were identified among individuals who declined participation, including personal reasons and health factors. With regard to effectiveness, generalized population-level strategies (e.g., web and print advertisements) were more effective and less resource intensive overall, but did not yield a representative sample. The results of this study may serve to guide selection of appropriate strategies in recruitment and intervention design in future cancer research. This study also demonstrates the feasibility of using social marketing theory as a framework within which to evaluate existing recruitment and intervention data

    Mining and tracking evolving web user trends from very large web server logs.

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    Online organizations are always in search for innovative marketing strategies to better satisfy their current website users and lure new ones. Thus, recently, many organizations have started to retain all transactions taking place on their website, and tried to utilize this information to better understand and satisfy their users. However, due to the huge amount of transaction data, traditional methods are neither possible nor cost-effective. Hence, the use of effective and automated methods to handle these transactions became imperative. Web Usage Mining is the process of applying data mining techniques on web log data (transactions) to extract the most interesting usage patterns. The usage patterns are stored as profiles (a set of URLs) that can be used in higher-level applications, e.g. a recommendation system, to meet the company\u27s business goals. A lot of research has been conducted on Web Usage Mining, however, little has been done to handle the dynamic nature of web content, the spontaneous changing behavior of users, and the need for scalability in the face of large amounts of data. This thesis proposes a framework that helps capture the changing nature of user behavior on a website. The framework is designed to be applied periodically on incoming web transactions, with new usage data that is similar to older profiles used to update these old profiles, and distinct transactions subjected to a new pattern discovery process. The result of this framework is a set of evolving profiles that represent the usage behavior at any given period of time. These profiles can later be used in higher-level applications, for instance to predict the evolving user\u27s interest as part of an intelligent web personalization framework

    WEB BASED PRODUCT E-COMMERCE RECOMMENDER SYSTEM USING A KNOWLEDGE CASE BASED ALGORITHM

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    Understanding customer needs is crucial to gaining and retaining customers in a web store, on online e-commerce applications. In order to ensure a versatile system for e-commerce, the pattern generated by customers when they click icons to select some particular products on an e-commerce website, based on their choice, ought to be studied, recorded and built-up into a database. Data mining techniques can then be applied in mining and analyzing information for this database in order to help wholesaler and retailers, improve sales, marketing strategies and product advertisement. In this paper, a conceptualized a framework for determining customers’ product choice and factors involved in choosing online commodities is proposed. The system is tailored for phone products

    From physical marketing to web marketing

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    Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the marketing mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical factors of the Web marketing and argues that the basis for successful e-commerce is the full integration of virtual activities into the company's physical strategy, marketing plan and organisational processes. The 4S elements of the Web marketing mix framework offer the basis for developing and commercialising business to consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of three case studies

    Financial Advisors\u27 Marketing Strategies to Minorities

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    Independent financial advisors face challenges with successful marketing strategies as competition from web-based resources, large U.S. financial services, and wealth advisors\u27 corporations increase. The purpose of this exploratory case study was to understand financial advisors\u27 perceptions, experiences, and marketing strategies to improve their companies\u27 sustainability by targeting a broader population base, including minorities, who need assistance with retirement planning strategies. Consumer culture theory was the conceptual framework for this study. Purposeful sampling was the basis for selecting 7 financial advisors from the mid-Atlantic region of the United States for face-to-face interviews. Semistructured interviews with open-ended questions were used to identify financial advisors\u27 marketing strategies to support financial stability. Secondary sources for data collection included documented client testimonials and reviews of company data. Yin\u27s 5-step process of compiling, disassembling, reassembling, interpreting, and drawing conclusions was used; 6 themes emerged from the data: (a) building a referral system, (b) hosting events, (c) implementing community involvement, (d) knowing minorities\u27 behavioral language, (e) providing financial literacy tools, and (f) maintaining effective marketing strategies. Implications for social change include financial advisors\u27 strategies for marketing retirement planning strategies to the U.S. minority subcultures who are not solicited by financial advisors
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