دانلود B2B relationship marketing analytical support with GBC modeling

B2B relationship marketing analytical support with GBC modeling

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فرمت فایل اصلی: pdf
تعداد صفحات: 11
حجم فایل: 279 کیلوبایت
قیمت: 20000 تومان

Abstract:      

Purpose – Discrete choice modeling has been discussed by both academics and practitioners as a means of analytical support for B2C relationship marketing. This paper aims to discuss applying this analytical framework in B2B marketing, with an example of cross-selling high-tech services to a large business customer. This example is also used to show how an algorithm of genetic binary choice (GBC) modeling, developed by the author, performs in comparison with major techniques used nowadays, and to analyze the financial impact of these different approaches on profitability of B2B relationship marketing operations.
Design/methodology/approach – Predictive models based on the regression analysis, the classification tree and the GBC algorithm are built and analyzed in the context of their performance in optimizing cross-selling campaigns. An example of business case analysis is used to estimate the financial implications of the different approaches.
Findings – B2B relationship marketing, although differing from B2C in many aspects, can also benefit from analytical support with discrete choice modeling. The financial impact of such support is significant, and can be further increased by improving the predictive accuracy of the models. In this context the GBC modeling algorithm proves to be an interesting alternative to the algorithms used nowadays.
Research limitations/implications – The generalizability of the findings, concerning performance characteristics of the algorithms, is limited: which method is best depends, for example, on data distributions and the particular relationships being modeled.
Practical implications – The paper shows how B2B marketing managers can increase the profitability of relationship marketing using discrete choice modeling, and how implementing new algorithms like the GBC model presented here can allow for further improvement.
Originality/value – The paper bridges the gap between research on binary choice modeling and the practice of B2B relationship marketing. It presents a new possibility of analytical support for B2B marketing operations together with financial implications. It also includes a demonstration of an algorithm newly developed by the author.

 

Keywords:      Business-to-business marketing, Relationship marketing, Modelling, Marketing strategy

Author(s):      Wojciech Peter Latusek

Source:           Journal of Business & Industrial Marketing 25/3 (2010) 209–219

Subject:             مدیریت بازاریابی

Category:          مقاله مجله

Release Date: 2010

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دانلود D elphi study about the future of B2B marketplaces in Germany

D elphi study about the future of B2B marketplaces in Germany

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تعداد صفحات: 18
حجم فایل: 138 کیلوبایت
قیمت: 20000 تومان

Abstract:      

Electronic business-to-business (B2B) marketplaces have been one of the most discussed topics in recent times. In the beginning they were seen euphorically, but today many observers are skeptical. In order to dissolve this uncertainty we conducted a Delphi survey after the E-Commerce Hype. The results are used to establish a reliable forecast about the development of electronic B2B marketplaces in Germany by comparing them with theoretical expectations. As theoretically assumed, it is predicted that this phenomenon will play a major role within intercompany coordination in selected areas. It is anticipated that streamlining information processes will be so beneficial for companies that they will not be able to afford not having this new institution.

Keywords:      Electronic marketplaces; B2B; Intercompany coordination; Forecast; German Delphi study

Author(s):      Hartmut H. Holzmu¨ller, Jan Schlu¨chter

Source:           Electronic Commerce Research and Applications 1 (2002) 2–19

Subject مدیریت بازاریابی          :

Category:            مقاله مجله

Release Date: 2002

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دانلود A Strategic Marketing Management Approach Of The Relationship Between Companies On B2B Field

A Strategic Marketing Management Approach Of The Relationship Between Companies On B2B Field

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تعداد صفحات: 14
حجم فایل: 380 کیلوبایت
قیمت: 20000 تومان

Abstract:      

The main objective of this paper is to identify a conceptual model to integrate the strategic marketing management instruments in the relationship between the organization on the B2B market in Romania and its suppliers. In order to be able to see the way in which the conceptual model of integration of strategic marketing in the relationship with suppliers can be applied by Romanian companies on B2B field, a quantitative research has been undertaken, having as main objectives to identify which are the main criteria used by organizations in segmenting, targeting and positioning their suppliers and also to identify what type of relationship exists between companies in the B2B field in Romania and their main suppliers. The whole marketing theory resides on the idea of customer and market orientation, and starting from this the concept organizations are as successful as much as they adapt their reactions to the evolutions and changes in the marketing environment. As a consequence to this the marketing theory developed by placing in the centre of its scientific methodology and instruments the market and the relationship of the company with its customers. Our research, has led us to the conclusion that, especially on B2B markets, organizations focus their marketing activities not only on the relationship with their customers, but on the relationship with their suppliers as well. In the supply chain, companies appear as buyers and also as clients for the suppliers of goods, financial resources and of work force. The classical model that describes the relationship of a company with its suppliers presents the acquiring company as a “passive” one, the “active” role being the one of the supplier for which the buying organization appears like customer. Although in numerous occasions the buying company has an “active” role, thus being able to discuss about a different strategic approach (an active one).

Keywords:      marketing management, strategic marketing management, B2B, marketing mix, positioning

Author(s):      Cescutefan Claudiu

Source:           Procedia Social and Behavioral Sciences 24 (2011) 387–400

Subject:             مدیریت بازاریابی

Category:          مقاله مجله

Release Date: 2011

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دانلود B2B e-marketplace: an e-marketing framework for B2B commerce

B2B e-marketplace: an e-marketing framework for B2B commerce

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تعداد صفحات: 20
حجم فایل: 110 کیلوبایت
قیمت: 20000 تومان

Abstract:      

Purpose – The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting  e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and   competitive advantage, and those who wish to explore the internet technologies for marketing activities.

Keywords:      Small to medium-sized enterprises, Business-to-business marketing, Marketing, Internet, Communication technologies, Competitive advantage

Author(s):      Woon Kian Chong, Mathew Shafaghi, Christopher    Woollaston and Vincent Lui

Source:            Marketing Intelligence & Planning. Vol. 28 No. 3, 2010

Subject:             مدیریت بازاریابی

Category:          مقاله مجله

Release Date: 2010

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دانلود Return on marketing investments in B2B customer relationships

Return on marketing investments in B2B customer relationships

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تعداد صفحات: 13
حجم فایل: 337 کیلوبایت
قیمت: 20000 تومان

Abstract:      

The basic notion of relationship marketing entails that firms should strive for mutually beneficial customer relationships. By combining relationship marketing theory and operations research methods, this paper aims to develop and demonstrate a managerial decision-making model that business market managers can use to optimize and evaluate marketing investments in both a customer-oriented and economically feasible manner.

The intended contributions of our work are as follows. First, we add to the return on marketing literature by providing a first decision-making approach that explicitly assesses the optimization of marketing investments in terms of profitability, effort, and resource allocation. Second,we showhowthe risk ofmarketing investments can be assessed using sensitivity analysis. By means of an empirical study the versatility of our decision-making approach is demonstrated by assessing various critical decision making issues for business marketing managers in detail.

 

Keywords: Return on marketing, Relationship marketing, Optimization, Marketing decision making

Author(s): Sandra Streukens , Stan van Hoesel , Ko de Ruyter

Source:      Industrial Marketing Management 40 (2011) 149–161

Subject       مدیریت بازاریابی     :

Category       مقاله مجله   :

Release Date: 2011

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