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Article
Publication date: 12 June 2009

Richard S. Segall and Qingyu Zhang

The purpose of this paper is to illustrate the usefulness and results of applying web mining as extensions of data mining.

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Abstract

Purpose

The purpose of this paper is to illustrate the usefulness and results of applying web mining as extensions of data mining.

Design/methodology/approach

Web mining is performed using three selected software to databases related to customer survey, marketing campaign data, and web site usage. The three selected software are PolyAnalyst® of Megaputer Intelligence, Inc., SPSS Clementine®, and ClickTracks by Web Analytics.

Findings

This paper discusses and compares the web mining technologies used by the selected software as applied to text, web, and click stream data.

Research limitations/implications

The limitations include the availability of databases and software to perform the web mining. The implications include that this methodology can be extended to other databases.

Practical implications

The methodology used in this paper could be representative of that used for managers to manage their relationships with customers, their marketing campaigns, and their web site activities.

Originality/value

PolyAnalyst is applied to analyze text data of actual written hotel comments. SPSS Clementine is applied to customer web data collected in response to several different marketing campaigns, including age, gender, and income. ClickTracks is applied to click‐stream data for Bob's Fruit web site to generate click fraud report, search report with revenues, pay‐per‐click, and search keywords for all visitors.

Details

Kybernetes, vol. 38 no. 6
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 1 May 1998

G. Reza Kiani

With the birth of the World Wide Web, the current decade has witnessed tremendous evolution in the media environment, and indicates that electronic commerce, defined as the…

14049

Abstract

With the birth of the World Wide Web, the current decade has witnessed tremendous evolution in the media environment, and indicates that electronic commerce, defined as the electronic exchange of information, goods, services, and payments, has finally come of age. Despite the fast‐growing popularity of electronic commerce and presence of many companies on the virtual market, the opportunities offered by this new environment are still unknown. Many marketers still approach the Web based on the traditional mass communication model. The paper addresses the opportunities offered by the Web to marketers. Its approach considers the Web as a two‐way communication model in which four different communication states can take place. The paper also suggests the necessity of new concepts and models for marketers to manage their Web sites, and then presents the opportunities supporting the marketers’ objectives in the new environment.

Details

Internet Research, vol. 8 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 1 October 1997

Roger Bennett

A survey of the characteristics and experiences of 148 UK exporting businesses which possessed sites on the World Wide Web was completed and respondents’ perceptions of the…

4279

Abstract

A survey of the characteristics and experiences of 148 UK exporting businesses which possessed sites on the World Wide Web was completed and respondents’ perceptions of the contributions of Internet use to their firms’ export marketing efforts assessed. Another group of exporters ‐ comparable to the initial sample in terms of firm size and product/ industry sector but without Web sites ‐ was also surveyed in an attempt to establish their reasons for not using the Web. All respondents were questioned about the major barriers they regarded as constraining the export activities of their firms. Five significant clusters of export barrier variables emerged (psychic distance, practical export problems, resource constraints, trade restrictions and market risk) matching closely variables suggested by previous research in the export marketing field. A logit regression was undertaken to appraise the plausibility of explaining whether an exporting business would operate a Web site. This used degree of IT competence, employment of foreign agents, and respondent executives’ cost consciousness and sense of psychic distance from foreign markets as independent variables.

Details

International Marketing Review, vol. 14 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 5 July 2013

Emmanouel Garoufallou, Rania Siatri, Georgia Zafeiriou and Ekaterini Balampanidou

Marketing supports the reaching of organizational goals by focusing on the identification and satisfaction of customer needs, thus it can also contribute considerably in achieving…

10649

Abstract

Purpose

Marketing supports the reaching of organizational goals by focusing on the identification and satisfaction of customer needs, thus it can also contribute considerably in achieving the objectives of non‐profit organizations such as libraries. The purpose of this paper is to provide an overview of the literature on the incorporation of marketing notions and the implementation of marketing techniques in library management. It reviews definitions, present different opposing views, marketing issues, social media and Web 2.0 and opinions on the adoption of marketing in a non‐profit organization environment, and examines different successful examples of marketing implementation, concentrating on the gains resulting from such a move.

Design/methodology/approach

A thorough literature search on various databases and on various aspects of this topic was reviewed. The literature review is organised on emerging themes directly drawn from the literature, thematically and chronologically within each section. It aims to identify the changing perspectives, the current challenges, and the benefits offered by examining information science specialists' views. The main marketing concepts are identified throughout a strategic planning approach, which has been recommended as the most successful by the majority of researchers.

Findings

This paper examines and clarifies the existing misunderstandings and difficulties in library and information services marketing, and stresses the importance of its adoption in this contemporary competitive environment. It examines library marketing in six sections: misconceptions regarding library marketing, main challenges and reasons as to why the adoption of marketing concepts is an integral part of the strategic planning, reports on the international library organizations, provides a description of the implementation of strategic marketing and planning processes, presents some library marketing approaches and examines the contemporary technological opportunities for library marketing in the digital era, such as the use of Web 2.0 tools.

Originality/value

The paper broadens the library marketing literature by gathering researchers' scientific views and advice and identifies the main implementation concerns derived from the earlier and more recent relevant literature. Moreover, for the first time, IT records issues concerning library marketing, social media and Web 2.0.

Article
Publication date: 6 February 2009

Stewart Adam, Andrea Vocino and David Bednall

The purpose of this paper is to provide a better understanding of the antecedents of organisational performance (OP), both financial and marketing, and the influence of holding a…

6726

Abstract

Purpose

The purpose of this paper is to provide a better understanding of the antecedents of organisational performance (OP), both financial and marketing, and the influence of holding a strategic market orientation (MO) where customer‐base volatility is taken into account.

Design/methodology/approach

A sample of 167 marketing organisations in Australia was surveyed to test the hypothesised model. Structural equation modelling was employed in the data analysis.

Findings

Use of the world wide web (Web) reported by organisations in this study indicates that there is still separate use of the Web and that it has yet to be fully integrated into the marketing strategy of many organisations. The study finds that traditional marketing effort mediates the relationship between holding a MO and OP in terms of financial indicators.

Research limitations/implications

A major limitation of this study is that it surveys organisations from many industries rather than selected industries. This tends to mask some of the possible outcomes.

Practical implications

The findings in this study suggest that traditional and online elements of marketing effort each mediate the influence of holding a MO on OP, but differently. Innovation culture is found to influence both marketing practice and marketing performance, directly. A single measure of environmental turbulence – customer‐base turbulence or churn – negatively affects marketing performance, and ultimately financial performance.

Originality/value

A major contribution of this study is the examination of use of the Web in marketing effort and how this usage influences financial and marketing performance.

Details

Marketing Intelligence & Planning, vol. 27 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 20 November 2009

Edgar Huang

The purpose of this paper is to examine the adoption of videos on US hospital web sites in an attempt to find out how this new medium had been used by hospitals for marketing

Abstract

Purpose

The purpose of this paper is to examine the adoption of videos on US hospital web sites in an attempt to find out how this new medium had been used by hospitals for marketing purposes.

Design/methodology/approach

Based on a systematic probability sample of the 6,456 US hospital web sites, a content analysis is conducted to measure the effects that hospital service quality, hospital size, hospital affiliation, and geographic population had on the diffusion of online videos.

Findings

The paper has found that, although the critical mass for using videos on hospital web sites has been reached, for the overwhelming majority of the hospitals, including those that are already using videos, there is still a long way to go in learning how to harness the power of video for marketing and to make videos an integral and routine part of their marketing strategy.

Research limitations/implications

Further studies need to be conducted to uncover hospitals' attitudes and users' attitudes toward new media adoption on hospital web sites for presenting healthcare information.

Practical implications

The paper gives readers an overview of the current state of hospitals' efforts in adopting new media for marketing and can greatly help hospitals better position their marketing strategies to serve their patients, communities, and hospital staff, and invest in the right technology and new recruits.

Originality/value

The literature search indicates that this is the first study of its kind that has attempted to find out how hospitals have taken advantage of video, a salient Web 2.0 phenomenon, to present healthcare information on their web sites as a marketing strategy.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 3 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 1 June 2001

Adrian Sparkes and Brychan Thomas

A major challenge facing Celtic Fringe agri‐food SMEs (in countries and regions of “Celtic” origin such as Wales, Ireland and Brittany) is how to sustain growth in a global market

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Abstract

A major challenge facing Celtic Fringe agri‐food SMEs (in countries and regions of “Celtic” origin such as Wales, Ireland and Brittany) is how to sustain growth in a global market: a market that is being expanded via e‐commerce through the Internet to an international audience. This paper reports on a two‐stage survey undertaken by the Welsh Enterprise Institute initially involving a short questionnaire that measures current Welsh agri‐food SME usage of e‐commerce and promotion via the Internet. A selected follow up of respondents was undertaken utilising a more in‐depth questionnaire study of the management implications and critical success factors of those enterprises using the Internet. The paper concludes by arguing the need for appropriate support to be provided for Celtic Fringe, and specifically Welsh, agri‐food SMEs to make them aware of the importance of the adoption of e‐commerce as a critical success factor for their marketing in the twenty‐first century.

Details

British Food Journal, vol. 103 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 April 2004

Efthymios Constantinides

Addresses one of the fundamental issues of e‐marketing: how to attract and win over the consumer in the highly competitive Internet marketplace. Analyses the factors affecting the…

60140

Abstract

Addresses one of the fundamental issues of e‐marketing: how to attract and win over the consumer in the highly competitive Internet marketplace. Analyses the factors affecting the online consumer's behavior and examines how e‐marketers can influence the outcome of the virtual interaction and buying process by focusing their marketing efforts on elements shaping the customer's virtual experience, the Web experience. Identifying the Web experience components and understanding their role as inputs in the online customer's decision‐making process are the first step in developing and delivering an attractive online presence likely to have the maximum impact on Internet users. Click‐and‐mortar firms delivering superior Web experience influence their physical clients’ perceptions and attitudes, driving additional traffic to traditional sales outlets. Provides a contribution to the theoretical debate around the factors influencing the online consumer's behavior and outlines some noticeable similarities and differences between the traditional and virtual consumers.

Details

Internet Research, vol. 14 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 25 September 2007

Geoffrey J. Simmons

To derive an applicable conceptual framework of branding via the internet form; to show how that framework can, by organising and integrating current knowledge, assist marketing

17368

Abstract

Purpose

To derive an applicable conceptual framework of branding via the internet form; to show how that framework can, by organising and integrating current knowledge, assist marketing planners in the development of successful internet‐based branding strategies.

Design/methodology/approach

The conceptual framework presented here derives from a thorough analytical and critical review of the literature on branding in the conventional and virtual marketing environments.

Findings

There are three key themes in the mainstream branding literature, supplemented in the proposed framework by a fourth research stream self‐evidently relevant to internet‐based branding. It is clear that the resulting four main elements of the framework are strongly interrelated in the practice of brand management in the online environment.

Practical implications

The “Four Pillars of i‐Branding” should be of intellectual interest and practical value to marketing planners and those advising them, providing a more systematic approach to the understanding and application of branding, online.

Originality/value

The literature of “i‐Branding” is at present at a formative stage, with limited integration among its themes. The framework described here provides the basis for the rational formulation and implementation of branding strategies, applying internet‐based tools to the tasks of marketing communication and customer relationship‐building in particular.

Details

Marketing Intelligence & Planning, vol. 25 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 4
Type: Research Article
ISSN: 1464-6668

21 – 30 of over 69000