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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Database Marketing-A Case of A Cosmetic Company

Huang, Hsiang-Ting 27 June 2008 (has links)
Cosmetics were considered as luxuries due to lack of surviving materials in the past. Thus the quantity of consumers was limited and their needs were considered identical, it was easier for firms to predict market conditions and profit. Resent years, cosmetics industries are facing steeper changes than before: more consumers possess diversified needs and thus expanded the market size, meanwhile, turning the market more fragile and vulnerable. On the other hand, the Internet has enhanced information flows and consumers¡¦ product knowledge, giving them stronger bargaining power. Diversified consumers and higher time values have as well strengthen the pursuit of product and service by individuals. Thus, marketers are facing faultfinding customers, which no firm could rely on traditional mass marketing methods when promoting products: they must customize their products and services to each individual target customer segment. Therefore, it is important for a firm to build effective database marketing systems and scheme marketing plans and marketing channels via data gathering and data analysis conclusions. This research served planning and analyzing activities of database marketing as the theme, and applied literature review method to form an integrated database marketing planning procedure. This thesis also served a firm as the case, and conducted in-depth interviews in order to understand the applicability and related operation know-how of the underlying model. The conclusion is that the integrated database marketing planning procedure covers practical operations sufficiently. The study also discovered that different functions of database marketing are valued by different levels in the command chain, thus the objective of database marketing should be emphasizing both promoting transaction and relations. Overall planning as well as data analyzing and conducting data-based marketing plans should also be valued in database marketing implementation. Albeit practical values are contained in theory architectures, limitations such as representative and objective factors exist. It is recommended that future researchers study further into issues based on or in the structure, or comparing effectiveness of a firm before and after the implementation of database marketing, or to compare whether there are differences of implementation processes applied by different firms in different industries to examine the effectiveness and operational variations before and after the database marketing implementation.
2

The practice of relationship marketing in hotels

Osman, Hanaa January 2001 (has links)
No description available.
3

Optimiertes Direkt- und Database-Marketing unter Einsatz mehrstufiger dynamischer Modelle /

Elsner, Ralf. January 2003 (has links)
Wiss. Hochschule für Unternehmensführung, Diss., 2002--Vallendar.
4

A Research on the Critical Success Factors of Implementing Database Marketing¢wCase Study of Chailease Financing Co., Ltd.

Chang, Chan-Kuo 17 July 2003 (has links)
ABSTRACT The development of information technology and the evolution of micro marketing urged the enterprises to value the effects of implementing database marketing. In the era of emphasizing customer centric, creating niches of differentiation, enhancing effectiveness of marketing, improving customers¡¦ satisfaction, database marketing is the most important basis of the above mentioned marketing development. The distinctions of database marketing are systematic, long-term oriented and emphasizing planning and analysis, which are different from the ways of traditional marketing that most of the companies are using. Developing Database Marketing is a significant change for all marketing related activities. The sales team has to learn new marketing skills, change the present marketing process, to invest in information technology, even to adjust the functions of organization and build up new concepts of marketing in order to improve the effects of database marketing. Practically, implementing database marketing must follow the process of strategic planning, for the purpose of building up competitive advantages, considering the capability and demand of the enterprise, to create the functions that the enterprise needs, then to improve the performance of marketing. The application of information technology is an important strategy of improving operation capability of the financial industry. Many banks had implemented database marketing to enhance their performance. Leasing is an important sector of financial industry, which is very suitable to execute database marketing for the characteristics of its business. Presently, Chailease finance Co., Ltd. is the only leasing company, to implement data marketing. So, this thesis is to study Chailease Financing Co., Ltd. for the following purposes: 1. The objectives of strategy that leasing industry implements database marketing. 2. The appliances and methods of executing database marketing in the case. 3. The critical success factors of implementing database marketing in the case. After illustrating the case and analyzing the theory, we can figure out the critical success factors related to the purpose of the thesis. Then we chose the objectives of strategy, appliances and methods, and critical success factors as 3 dimensions of studying the critical success factors in implementing database marketing of Chailease Financing Co., Ltd. By the way of investigation of questionnaire, we analyze the individual factors and relations among 3 dimensions. After the analysis of questionnaire, the result from the research shows that the objectives of strategy of implementing database marketing have been effective. But some of the important functions are not workable due to the influences of insufficient conditions or requirements and the other prior objectives of organization.
5

Building an operational data store for a direct marketing application system a thesis /

Smith, Chad. Dekhtyar, Alexander. January 1900 (has links)
Thesis (M.S.)--California Polytechnic State University, 2009. / Title from PDF title page; viewed on Mar. 25, 2009. "March 2009." "In partial fulfillment of the requirements for the degree [of] Master of Science in Computer Science." "Presented to the faculty of California Polytechnic State University, San Luis Obispo." Major professor: Alexander Dekhtyar, Ph.D. Includes bibliographical references (p. 58-59). Also available on microfiche.
6

Einsatzpotential von support vector machines (SVM)-Klassifikation für Scoring-Fragestellungen im Database-Marketing empirische Untersuchung am Beispiel der Kündigungsprognose von Zeitschriftenabonnements

Zimmermann, Martin January 2008 (has links)
Zugl.: Jena, Univ., Diss., 2008
7

The influence of live customer service on consumers' likelihood of disclosing personal information

Li, Dan, active 21st century 08 August 2014 (has links)
Live customer service has been used by many e-commerce brands as a method to gain consumers personal information. Previous research has found that live service agents have a positive influence on consumer perceived service quality and trust. This research aims to examine if certain type of live customer service generate better website and brand perceptions from the consumer and ultimately help in gaining consumer personal information. Results of this experimental design show that avatar selection and exposure did not significantly differ for service quality, trust, attitudes, purchase intention, and likelihood of disclosing personal information. It was also found that customers have a significant likelihood of selecting agents of the same gender. / text
8

Consumers' Cognitive, Affective, and Behavioral Responses to an Invasion of Privacy: Essays on Understanding Consumer's Privacy Concerns

Srivastava, Mona 15 May 2009 (has links)
This dissertation focuses on the discrepancy between consumers’ attitudes towards privacy and actual behavior. Although consumers increasingly protest against invasions of privacy, they routinely disclose more information than their disclosure intent. Firms make sizeable investments in acquiring consumer information because it helps them build and enhance customer relationships. However, some of the information acquisition occurs at the expense of consumers’ privacy. Against this backdrop, understanding and being responsive to consumers’ privacy concerns is critical. Essay 1 focuses on consumers’ thoughts and feelings underlying their intention to disclose or withhold information from firms. I use the Zaltman Metaphor Elicitation Technique (ZMET), a depth interviewing process that involves story-telling, sensory images, and vignettes based on psychodrama. The results reported are based on depth interviews of twenty consumers from a large city and mid-sized town in the U.S.A. Essay 2 focuses on consumers’ behavioral responses to an invasion of privacy from a social justice theory perspective. I use the Critical Incident Technique (CIT) in an online survey of 997 respondents to understand thoughts and feelings about privacy that drive the behavioral responses of consumers to an actual/potential invasion of privacy. I identify the antecedents and outcomes of consumers’ information experience with firms. Additionally, I examine vividness effects to understand the extent to which consumer perceptions of likely outcomes due to firms acquiring and using information about them are influenced by media coverage of the issue. Building on the findings of essays 1 and 2, I develop a model and working hypotheses for further empirical analysis. By examining the negative (i.e., violation of privacy) as well as positive experiences of consumers, I identify how consumers’ attitudes towards firms acquiring and using information about them are focused on risks, whereas their behavior takes into account risks as well as rewards. A better understanding of consumers’ privacy concerns can be valuable to firms in personalizing their data acquisition and use strategies, customer communications as well as their overall customer relationship management (CRM) strategy.
9

Target Market Prediction for New Mobile Telecommunications Products and Services: A Data Mining Approach

Chung, Yung-jui 11 August 2004 (has links)
As the deregulation of the mobile number portability (MNP) and the emergence of such new technologies and services as PHS and 3G, the mobile telecommunications industry in Taiwan becomes highly competitive than ever. Under such competition, customer churning and profit declining have become of great concerns to mobile service providers. In response, most of providers continuously develop and introduce new value-added products and services. Frequent value-add products and services might strengthen customers¡¦ loyalty (i.e., decrease customer churning) and improve gross profits, but the corresponding marketing cost would also be increased dramatically. To lower the marketing cost and respond to market quickly, marketing staff typically adopts a pilot test based on the simple random sampling (SRS) approach or relies on marketing experts for defining potential target market for a new value-add product or service. The former approach requires a large number of respondents in the pilot test, while the latter is knowledge intensive and may suffer from unavailability of knowledge due to turnover of experienced marketing experts. In this thesis, we propose a novel approach for efficient and effective search for the target market for a new product/service. Specifically, we consider the target market of a new product or service being that of the most similar existing product/service, where the similarity of products/services can be defined based on either their product/service attributes or the similarity between the pilot test of the new product/service and the customer-base of an existing product/service. Accordingly, we propose two target market prediction models for new product/service, i.e., ¡§customer-based target market prediction model¡¨ and ¡§product-attribute-based target market prediction model.¡¨ Our empirical results show that the proposed prediction models are more effective in predicting potential customers for new products/services than traditional approaches.
10

none

Chung, Jih-Ti 26 July 2001 (has links)
The liberalization, internationalization, securitization and computerization of the financial market in Taiwan is forcing the banking industry to face rapid changes. Furthermore, only the banks which make use of the information technology more efficiently will get the competitive edge and improve her performance through offering a diversity of products and services. The banking industry has used the financial information technology to replace the banking operation procedures conducted conventionally by human. The most important for the banks is how can they supply financial information and offer solutions to meet each client's requirements individually. This can be achieved by enhancing the quality of services by means of call center, electronic, home banking, ATM, etc. This study intends to examine consumer behaviour by using multi-variable statistical analysis with costomer segmentation. Moreover, this study will suggest that the banking industry performance can be improved by changing the bank's operation systems and changing the competitive strategy to focus on individual customer needs. Established over 26 years, United World Chinese Commercial Bank (UWCCB) has a distinguished record of achievement. As at the end of the year of 2000, the bank has more than 70 branches, and the paid-in capital and net worth amounted to NTD 34.10 billion (USD 1.0 billion) and NTD 63.20 billion (USD 2.0 billion) respectively, while its total assets have up to NTD 661.20 billion (USD 20.0 billion), and the number of accountholders has reached 4.20 million which make UWCCB able to become a global bank with sound foundations. Based on these valuable data sources, this study intends to analyse the related contribution by taking into consideration of customer characteristics and individual requirements, then to broaden the operating scale and increase the profit. Furthermore, this study also intends to make some suggestions for the bank able to excerpt more revenues from some groups of clienteles. The appliance of financial information technology has brought more opportunities for the banking industry, not only for the maximum benefit of customers, it also help the banks to perform the function of ¡§money-flow¡¨ in the economy. Keywords¡GBanking Performance, Multivariate Statistical Analysis, Database Marketing, Internet Banking, Information Technology

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