Recent advancements in Enterprise Information Systems (EISs) have transitioned from primarily supporting operational and tactical processes to enabling strategic decision-making through integrated analytics. This systematic review critically examines global literature from 2010 to 2023, focusing...

This case study presents a small situation from a newspaper office. This case study will bring to the decision makers the issues relating to lack of information or delay in information. The decision makers should analyze the situation and present a solution for creating a swift information system

To remain competitive, companies must decide on new, desirable products. This can be achieved by integrating insights how customers use a product into the process of deciding on a new product. Currently, this process is primarily based on market research that can only reveal the intention of...

During pandemic seasons, queueing management that prevents customers in service systems from interacting with each other can be effective in reducing their risk of infection. In this paper, we aim to understand how queueing topologies and flow control policies influence customers' infection risk...

Part I: Digital Marketing Overview -- Chapter 1: Digital Marketing Fundamentals -- Chapter 2: Digital Marketing Analysis and Strategy -- Chapter 3: Digital Marketing Implementation and Practice -- Part II: Applications of Marketing Technologies (Martechs) -- Chapter 4: Marketing Technologies...

Customer Relationship Management (CRM) systems are very common in large companies. However, CRM systems are not very common in Small and Medium Enterprises (SMEs). Most SMEs do not implement CRM systems due to several reasons, such as lack of knowledge about CRM or lack of financial resources to...

Abstract: The trend towards digitization initiates greater investment in digital marketing (DM) channels, requiring B2B firms to understand the effectiveness of these channels in generating sales. The study investigates this phenomenon by categorizing DM into firm-initiated and market-initiated...

This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mostly on intuition to a fact-based decision-making process. Based on interactions with more than...

This paper studies how market competition influences the algorithmic design choices of firms in the context of targeting. Firms face the general trade-off between bias and variance when choosing the design of a supervised learning algorithm in terms of model complexity or the number of...

Künstliche Intelligenz (KI) ist ein Trendthema der heutigen Zeit und zeigt auch im Marketing großes Einsatzpotenzial. Die Digitalisierung trägt zu einem zunehmend komplexen Markenumfeld bei, in welchem der Konsument stärkste Triebkraft des Wettbewerbs ist. Der Ansatz des werteorientierten...

Background From the last decade, data mining techniques, employed in particular in customer relationship management, have assumed a key role in the profitability and operations of companies. To support small and medium companies (SMEs), several innovative and continuously improving tools have...

The latest technologies are shifting how businesses capture, analyse and distribute data from the individual users' online activity. Therefore, this contribution critically reviews the latest developments on big data analytics and programmatic advertising. Moreover, it sheds light on the use of...

During the past few years, there have been tremendous attempts among various organizations to implement the marketing information systems to improve their financial performance, in general, information systems are an important element to support the performance, however, to apply these systems...

This paper aims to suggest an empirically based typology of hotels according to their marketing information systems (MrkIS) configurations. The study seeks to examine major antecedents of the effectiveness of MrkIS and their influence on the adoption of specific marketing applications. Finally,...

"In recent decades, all sectors of society and the economy have been forced to adapt to the continuous advances of the digital age. These new technologies are bringing about changes in how we communicate, work and even live, offering opportunities to face future challenges. The concept of...

Part I. Pricing -- Chapter 1. The Retailer’s Pricing Challenge -- Chapter 2. Understanding Demand and Elasticity -- Chapter 3. Improving the List Price -- Chapter 4. Optimizing Markdowns and Promotions -- Part II. Inventory Management -- Chapter 5. Product (Re-)distribution and Replenishment...

Empirical researchers studying party systems often struggle with the question of how to count parties. Indexes of party system fragmentation used to address this problem (e.g., the effective number of parties) have a fundamental shortcoming: since the same index value may represent very...

Data Management and Data Analytics are of huge importance to Business Process Outsourcing Providers in Customer Relationship Management (CRM) in order to offer tailor-made CRM Solutions to their business clients during presales, sales and aftersales. These solutions support business clients to...