... that is needed in the area of applying AI to strategic marketing decisions. Design/methodology/approach The approach was to carry out a literature review and to consult with marketing experts who were invited to contribute to the paper. Findings There is little research into applying AI to strategic...

... This is the only paper which reviews the development of the assessment process for customer engagement. 03 02 2019 03 02 2019 06 02 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only CRM Assessment Customer engagement Marketing...

...Monika Sheoran; Divesh Kumar; Vinod Kumar; Deepak Verma Purpose The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing. Design/methodology/approach The marketing journals were selected using SciMago marketing...

...-functional literature reviews in the areas of strategy, marketing, economics, organizational behaviour and information management. Findings This paper shows that digitalization, cloud computing and new information-based platforms are beginning to change how customer information is being managed, creating...

... much enhanced information concerning business model opportunities and threats, and for teachers and researchers in marketing to become more closely acquainted with the business model literature and analyst reports and processes. Social implications As the idea of business model change becomes...

... up someplace else. Marketing Vision Future Mission Mission statement “Would you tell me, please, which way I ought to go from here?” asked Alice. “That depends a good deal on where you want to get to”, said the Cheshire cat. “I don’t much care where”, said Alice. “Then it doesn’t...

... by increasing market share, developing customer loyalty, penetrating new markets or some other defined goal that is ultimately premised on growth in revenue attainment. Because of the competitive nature of business and the environmental changes that have occurred and continue to occur at an increasing rate...

...Cynthia K. Robinson Purpose The purpose of this article is to discuss Peter Drucker's theory of marketing in the context of strategic planning and change (innovation) in libraries. With the need for change and innovation accelerating within all types of libraries, it is increasingly important...

...Nuria Lloret Romero Purpose In all projections for 2011, ROI has become of the great challenges of social media marketing for the business environment. However in the case of non‐profit organizations, there is no need for such calculations. It is not as necessary to know how the effort made...

...Emily Silverman Purpose The purpose of this paper is to provide suggestions for sustaining effective marketing and fundraising in challenging economic times. Design/methodology/approach This paper discusses and gives examples of marketing and promotion strategies to sustain fundraising...

... professionals and librarians believe the argument that because they have not been trained to “sell”, there is no point for them to market their units. But, as the author argues, lone librarians, and indeed all involved in the profession, should embrace marketing as an ally and use it to promote their work...

... financial considerations involved in starting a new fee‐based service, including planning, staffing, pricing and marketing. Relates several special opportunities to which the libraries could not have responded without having had an existing fee‐based service with experienced staff in place. Also examines...

...Kay Ann Cassell; Marina I. Mercado Janal, Daniel S.John Wiley & Sons, Inc.New York2000 Keywords Internet, Marketing, Selling, Profitability, Customers This book tries to separate the hype from the reality of marketing, products,and services on the Internet. The author...

... Limited 2000 --> Media Advertising Public libraries Marketing Keywords Media, Advertising, Public libraries, Marketing The inspiration for this column came when my Director of Marketing, Gerald Brooks, handed me a sheet with a breakdown of recent pro bono contributions from...

...Kay Ann Cassell; Marina I. Mercado How many of us facing the task of writing public relations materials,marketing and advertising materials, online information and even designing multimedia applications have desperately felt the need for a book which would guide us in successfully accomplishing...