This review of 101 marketing communications texts identifies the five ancestral communication theorists whose work is cited most often: Lasswell, Shannon and Weaver, Schramm, Berlo and Klapper. Their theoretical contributions are summarized and four common themes identified: their focus on the effects of marketing communication on individual audience members; their focus on the effects of single messages or campaigns; the significance they attach to intentionality; and their emphasis on a co-orientational conceptualization of communication. These four themes are then critiqued by drawing on some recent research findings and theoretical advances.

Marketing Communication Theory: What do the Texts Teach Our Students?

Strategic auditing of human and financial resource allocation in marketing: An empirical study using data envelopment analysis

Segmenting the Global Market by Usage Rate of Industrial Products

Data fusion, or combining multiple data sets into one data set, is not a new concept. Because of increasing desire for differentiated direct marketing strategies, however, it is getting more popular in marketing. This paper shows how marketing information can be fused to a company's customer database. Using a real marketing application, two traditional data fusion methods, polytomeous logistic regression and nearest neighbour algorithms, are compared with two model-based clustering approaches. Finally, the results are evaluated using internal and external criteria.

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The proof of the pudding is in the eating Data fusion: An application in marketing

Market segmentation is the process in marketing of grouping customers into smaller subgroups, according to a certain segmentation basis. Market segmentation is only practically useful if the effectiveness and profitability of marketing activities are influenced substantially by discerning separate homogeneous groups of customers. Using six criteria, described by Wedel and Kamakura, the effectiveness and profitability of market segmentation can be determined. However, using model-based clustering techniques to group customers, the statistically optimal solution often contains too many clusters for the intended marketing purposes. Using the six criteria of good market segmentation, an information criterion and two conjectures, describing the geometry of model-based clustering models, presented by Hoijtink and Notenboom, a procedure to reduce the statistically optimal number of clusters to a smaller number, suited for the intended marketing purposes, is presented.

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Julian W. Vincze

Papers

Managerial Marketing: Strategy and Cases