...Michael W. Obal; Wen Lv Purpose The purpose of this exploratory, data-driven study is to identify the optimal banner advertising strategies for achieving different business metric goals, such as effective cost per activity, via unique predictive modelling methods. Design/methodology/approach...

... world‐wide, it is essential to spread some light to the less investigated parts of the globe as well. This study aims to reach a better conceptual model for the internet's impact on marketing in Iran, by examining Iranian marketing managers' perceptions of the internet's impact on their key marketing...