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Managerial Marketing: Strategy and Cases
Martin L. Bell,Julian W. Vincze +1 more
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The article was published on 1987-12-01 and is currently open access. It has received 8 citations till now. The article focuses on the topics: Marketing strategy & Marketing management.read more
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Marketing Communication Theory: What do the Texts Teach Our Students?
TL;DR: A 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 as discussed by the authors.
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Strategic auditing of human and financial resource allocation in marketing: An empirical study using data envelopment analysis
TL;DR: In this paper, the authors used Data Envelopment Analysis (DEA) to assess the degree to which allocation of marketing resources affects the corporate profits of Canadian firms and found that corporate profits are related to the allocation of both financial and human resources.
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Segmenting the Global Market by Usage Rate of Industrial Products
TL;DR: A priori segmentation-based study aims to segment the world market according to usage rate in terms of forty-three industrial products and determine which group of countries are heavy users of what kind of products as discussed by the authors.
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The proof of the pudding is in the eating Data fusion: An application in marketing
TL;DR: In this article, two traditional data fusion methods, polytomeous logistic regression and nearest neighbor algorithms, are compared with two model-based clustering approaches. And the results are evaluated using internal and external criteria.
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Reducing the optimal to a useful number of clusters for model-based clustering
TL;DR: In this article, a procedure to reduce the statistically optimal number of clusters to a smaller number, suited for the intended marketing purposes, is presented, 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.