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It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Advances in artificial intelligence have ushered in new opportunities for marketers in the domain of content generation. We discuss approaches that have emerged to generate text and image content. Drawing on the customer equity framework, we then discuss the potential applications of automated content generation for customer acquisition, relationship development, and customer retention. We conclude by discussing important considerations that businesses must make prior to adopting automated content generation.

Missing in most of the research on selling has been an examination of the process from the point of view of the customer. When satisfaction in selling has been considered, researchers have focused on the satisfaction of the salesperson with his job and/or the impact of this job satisfaction on performance (e.g. Bluen, Barling & Burns, 1990; Churchill, Ford & Walker, 1979; Pruden & Peterson, 1971). To concentrate on salesperson performance while neglecting customers is to ignore the most important half of the relationship between buyers and sellers and entirely disregards the marketing concept and the streams of research in customer satisfaction. This research takes a different approach and examines customers’ satisfaction with salespeople.

The aim of this chapter is to develop a performance measurement framework for understanding the relationships among drivers of customer profitability in internet companies.

We recognize an opportunity to improve management control systems for internet companies, where performance measurement systems currently focus on measuring web data, such as number of customers, cost of service, cost of acquisition (CoA), and churn rate. However these indicators, taken separately, do not provide useful information to make decisions.

To fill this gap we developed a framework, which we designate as the Lifetime Value Scorecard, to investigate the relationships between customer data and financial data, providing an early indication as to whether or not the marketing strategies being implemented are successful. We then offer an application of the Lifetime Value Scorecard to the mobile value-added services industry, where content and services are provided to consumer cell phones, mainly using wireless networks.

Recent statistics indicate that the number of minority-owned and women-owned firms in the United States continues to rise. Indeed, the number has risen substantially since the last census count; from 2.3 million minority businesses in 1992 to over 3 million in 1997 – a 30 percent increase. During this same period, the receipts of minority businesses increased 60 percent – from $369 billion to $591 billion. At the same time, the number of firms in which women held majority ownership (51 percent or more) increased 16 percent – from 6.4 million to 7.4 million. The receipts of predominantly women-owned firms increased 33 percent – from $1.2 trillion to $1.6 trillion (when data are adjusted for comparability of 1992 and 1997 statistics – see U.S. Department of Commerce, 1992a, b, 1997a, b, c).

Lucerne University of Applied Sciences and Arts (LUASA) uses a holistic approach to foster entrepreneurial thinking and behavior of students and employees. Students and participants of the program shall be motivated to start own ventures during the study program or later in the life.

An entrepreneurial eco-system shall be built and a close partnership with regional key actors established.

A combination of Design Thinking and Lean Start-up is used for the entrepreneurial education. Fostering experimentation, early customer feedback, and interdisciplinary teamwork is essential. An enhanced Lean Canvas version is used for having a guideline to work on the important questions and documenting the learnings in the iterative process.

The program “Smart-up” of LUASA is running since three years as a pilot in two departments and is now rolled out to the entire University. Since program start more than 120 start-ups have been founded.

In all study programs, an “entrepreneurial track” is defined and students can earn credits while working on their own projects. Two interdisciplinary modules are offered. The proposed Smart-up Lean Canvas has been proven to be a key tool to develop innovative ideas in start-ups and in existing companies.

The combination of Design Thinking and Lean Start-up in a holistic setup proved that students can learn the methods and tools and are able to use them now or later as entre- or intrapreneurs.

Students are motivated to start their own business, meet role models and participating at different (networking) events.

The combination of Design Thinking and Lean Start-up with analytical approaches like Systems Thinking and Data Analytics supports the problem understanding and solution (product/service and business) design.

In the context of increasing competition between chained retailers and family-owned retailers, it is key to understand the customer's format choice. Using a logistics regression (i.e., binary logit) model, we explain customers' preference to buy in supermarkets or in small-scale, mom-and-pop stores like nanostores. We collect a representative sample of over 110 surveys from customers in the district of Surco, Lima, Perú, which is a representative area of the features of Lima's residents. We asked customers to focus on analyzing their preference between two retail formats: modern channel (i.e., big-box retailers, supermarkets, and hypermarkets) and traditional channel (i.e., mom-and-pop stores, nanostores). Our surveys included factors pertaining retail format attributes as well as factors related to the purchasing process. The results showed that time available for purchase and a comparatively better perceived service at a mom-and-pop store (i.e., nanostore) are significant factors that explain a higher probability of selecting these retailers, while a better store's ambience benefits more supermarkets. The overall discrete choice model is able to explain 65% of the variance using pseudo R-squared of the actual format choice decisions.