Database Marketing Research Articles

Relationship between the Career Selection Process and Happiness among Japanese School Teachers, Office Workers, and Nurses

Background: Happiness varies across the life course in a U shape, with the least happiness in mid-life during the working years. Therefore, choosing a career may be an important factor in life’s happiness. However, the relationship between the career selection process and happiness remains unclear. Methods: We surveyed 805 schoolteachers, office workers, and nurses from an available marketing database using an ad hoc questionnaire assessing happiness and career selection type. Results and Discussion: We found that happiness was significantly greater among schoolteachers and nurses than for office workers in Japan. Furthermore, among schoolteachers and office workers, an evasive/avoidance type of career-selection process had an unfavorable effect on happiness. However, among nurses, no such association was observed. Conclusion: Paying attention to the career-selection process may be helpful to improve happiness.

The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan

The study aimed to examine the impact of the marketing mix for digital content on the marketing performance of five-star hotels in Jordan. The dimensions of the marketing mix for digital content were (digital marketing database, social media platforms, digital pricing, and digital advertising), while the dimensions of marketing performance were (customer loyalty, customer satisfaction, and attracting new customers). The study population represented five-star hotel customers in Jordan, where an appropriate sample of (294) customers was used. The data of the study were analyzed using the Structural Equation Modeling (SEM) technique. The study concluded that all dimensions of the marketing mix for digital content had a positive impact on the marketing performance of five-star hotels in Jordan. Accordingly, the study recommended managers in these hotels pay more attention to promoting through digital means by publishing advertisements that include images and videos related to the quality of services available.

Customer Information Management and Firm Competitive Advantage: The Application of Partial Least Square

ABSTRACT This study investigated the relationship between database marketing, or simply customer information management, and competitive advantage of the firms in tourism industry in Tanzania. The study used monthly data from July 1, 2016 to April 30, 2018. Customer information management initiatives investigated in this study were database marketing infrastructure, database marketing human resources capability, and the actual application of the techniques to achieve competitive advantage. Data for the study was collected in the cities of Arusha and Kilimanjaro as the two cities are regarded as main tourism destinations in the northern circuit. Data were collected from 215 tour operators and used Structural Equation Modeling (SEM) to analyze the collected data. It was found out that, there is a link between database marketing application and firm's competitive advantage by looking at the basic model fit and the indicator variables such as AGFI (Adjusted Goodness of Fit Index), GFI (Goodness of Fit Index), CFI (Comparative Fitness Index), RMSEA (Root Mean Square Error of Approximation) and CMIN/DF were all passed the criteria for best fit. This is to say firms that apply database marketing techniques stand a better chance to achieve competitive advantage than those firms which invest largely on demand generation through advertising and sales promotion.

THE INFLUENCE OF GLOBAL MARKETING TRENDS ON THE UPDATE OF MEDICAL MARKETING TOOLS

The article examines the impact of global marketing trends on the updating of medical marketing tools that are becoming more customer-oriented, patient-centered, personalized, service, digitalized, partner and socially oriented. The impact of the COVID-19 pandemic on the activities of health care providers, investors and consumers is considered. It is noted that new marketing technologies and tools, innovation of medical processes, active digitalization, global automation of customer service and medical services, changing priorities from “disease medicine” to “health medicine” distinguish modern marketing in the medical field. It is emphasized that today the world’s venture investments are actively directed to digital medicine – Digital Health. Among the global marketing trends are: telemedicine, voice search, chatbots and messengers; content marketing and interactive content; data-based marketing and management; mobile marketing and mobile devices; “Uberization of consumption”, innovative marketing campaigns, portals and aggregators; working with feedback and reputation management; testing and screening; outsourcing, consolidation, mergers and acquisitions; development of new market niches, “retailization” of medicine and others. The digitalization of medical marketing has strongly covered both the medical market in general and the laboratory segment in particular, offering a large number of tools, services, platforms, projects, moving towards the creation of multifunctional platforms and marketplaces. It is concluded that the market of medical services is transformed under the influence of global, national and regional factors, its participants reorient the provision of medical and social services to create values, increase efficiency, optimize production and marketing costs, improve logistics, develop medical and laboratory retail, methods, tools and technologies of marketing, improve the service component, are actively involved in the digitalization of marketing tools and digitization of medical and laboratory processes. It is noted that it is necessary to develop special tools for rapid audit of medical institutions on the main queries in Google, ranking market players on the criteria of accuracy, comfort, safety, expertise, establishing stable online communications with patients, choosing the most relevant health insurance program, etc.

Game User Preference Data Analysis and Market Guidance Based on Dynamic Attention GRU

With the development of Internet technology and social model, game products have become an important product of people’s life for entertainment and recreation, and the precise marketing of game products has become a winning means for enterprises to improve competitiveness and reduce labor cost consumption, and major game companies are also paying more and more attention to the data-based marketing model. How to dig out the effective information from the existing market behavior data is a powerful means to implement precise marketing. Achieving precise positioning and marketing of gaming market is the guarantee of innovative development of game companies. For the research on the above problem, based on the SEMAS process of data mining, this paper proposes a mining model based on recurrent neural network, which is named as Dynamic Attention GRU (DAGRU) with multiple dynamic attention mechanisms, and evaluates it on two self-built data sets of user behavior samples. The results demonstrate that the mining method can effectively analyze and predict the player behavior goals. The game marketing system based on data mining can indeed provide more accurate and automated marketing services, which greatly reduces the cost investment under the traditional marketing model and achieves accurate targeting marketing services and has certain application value.

Role of Database Marketing in Improving Quality of Service in Jordanian Private Hospitals

Current study aims to determine the role of database marketing in improving quality of service in Jordanian private hospitals. The study's population is consisted of marketing managers only or their deputies in the Jordanian private hospitals which contains (69) hospitals. Online questionnaire was distributed over a random sample amounting (59) managers, (51) questionnaires were collected, that is (86.44%) of the total sample. The study results indicated that Jordanian private hospitals use database marketing in improving quality of Service in Jordanian Private Hospitals. There is no difference in the role of database marketing in improving quality of service in Jordanian private hospitals according to the managers’ educational level. There is a difference in the role of database marketing in improving quality of service in Jordanian private hospitals according to the managers’ experience.

Determining customer segmentation and behaviour models with database marketing and machine learning

Determining customer segmentation and behaviour models with database marketing and machine learning

Relationship Quality and Customer Retention Among Fast Food Vendors in Ekiti State, Nigeria

The study examined the effect of relationship quality on customer retention in the fast-food industry. Specifically, the study determined the effect of personnel quality as well data base marketing on the quality of the relationship between eateries and their clients. In this survey, a questionnaire was the instrument for data collection. The population of the study consists of a staff of major eateries in the Ado-Ekiti metropolis while a stratified random sampling technique was used to select 52 staff who took part in the study. Data collected were analysed using chi-square. The research finding revealed that personnel quality and database marketing both have a significant effect on relationship quality in eateries. It was therefore recommended that fast food firms should continually train their personnel to be more empathetic and effective especially in the areas of personnel-customer relationship, appearance, quick delivery of services and customer complaint handling style.

Trends in Sales and Industry Perspectives of Package Sizes of Carbonates and Confectionery Products.

Discretionary food package sizes are an important environmental cue that can affect the amount of food consumed. The aim of this study was to determine sales trends and reported food industry perspectives for changing food package sizes of carbonates and confectionery between 2005 and 2019. Changes in package sizes of carbonates and confectionery were investigated in Australia, the USA, Canada, and the UK. Sales data (units per capita and compound annual growth rate between 2005 and 2019) were extracted from the Euromonitor database. Qualitative data (market research reports) on industry perspectives on package size changes were extracted from industry and marketing databases. Carbonate sales data showed increased growth of smaller package sizes (<300 mL) and a decrease in sales of larger package sizes (≥2000 mL) in all four countries. In contrast, confectionery sales data showed no consistent trends across the selected countries. No growth was observed for smaller confectionery package sizes but an increase in growth of larger package sizes (50–99 g, >100 g), including share packages, was observed in Australia. Qualitative data (n = 92 articles) revealed key reasons identified by industry for changes in package size related to consumer health awareness, portion size control, convenience, market growth, and government or industry initiatives. Monitoring of discretionary food package sizes provides additional insights into consumers’ food environment.

Refurbishment of Cyber Organizations Using the Data Storage System

Marketing of databases is a formal method to the compilation, integration and analysis of customer information stored in the datasets of an organization. While database may traditionally been shown in commercial media for user information, the method to database marketing is characterized by the fact even more user data is stored and as such the information is analyzed and is used in innovative and more advanced ways. Advertising agencies use the information to learn little about consumers, pick target audiences for particular promotions, evaluate the importance of buyers to the business and have much more personalized customer offers, among several other aspects.

Real clinical practice

Background. Real clinical practice (RCP) exists in an evidence-based and regulatory framework, taking into account the social, political and economic situation in the country. Coronavirus pandemic (COVID-19) is the main challenge of modern RCP.&#x0D; Objective. To describe the modern features of the RCP.&#x0D; Materials and methods. Analysis of literature sources on this issue.&#x0D; Results and discussion. On December 31, 2019, WHO was informed about 27 cases of pneumonia of unknown origin. On January 1, 2020, the first WHO guidelines were issued. The COVID-19 outbreak was declared a health emergency on January 30 and a pandemic – on March 11. Experience with COVID-19 varies from country to country. In Germany, for example, pharmacies were allowed to produce disinfectants on their own, in Australia the telemedicine system was expanded, and in Poland a law was issued that provided the regulation of remote work, simplification of public procurement, and emergency pharmacy prescriptions. In Ukraine, the first information from the Ministry of Health on coronavirus was published on January 21. On February 19, a decision was made to procure medicines to combat COVID-19. On March 11, the export of personal protective equipment was banned, and on March 12, quarantine was imposed throughout Ukraine. On March 17, the first laws of Ukraine on combating the coronavirus were adopted. One in four patients who fell ill at the beginning of the outbreak was a health worker, which reduced the availability of medical care. The imposition of a pandemic on phase 2 of health care reform has limited health care and patients’ access to clinics and hospitals, and suspended planned hospitalizations and surgeries. Medicines without evidence were included in the COVID-19 National Treatment Protocol. An analysis of drug sales in pharmacies showed that quarantine had decreased the sales of cough and cold remedies, nasal irrigation solutions (due to a reduction in the number of socially transmitted diseases), and antidiarrheal drugs. Instead, sales of laxatives have increased (presumably due to changes in diet and limited physical activity). Sales of drugs for the treatment of sexually transmitted diseases also decreased. Quarantine in combination with the restriction of the availability of infusion therapy in the practice of the family doctor has led to a reduction in the appointment of parenteral drugs by half. In the absence of planned hospitalizations and surgeries, the volume of prescriptions for infusion drugs decreased by 13 %. There was a redistribution of drug consumption in favor of domestic drugs. “Yuria-Pharm” was in the top 3 among Ukrainian drug manufacturers. 6 out of 10 general leaders are domestic companies. “Yuria-Pharm” is a leader in blood substitutes and perfusion solutions prescribed by doctors of 16 specialties. The solutions were most often prescribed for pneumonia, mental and behavioral disorders caused by alcohol abuse, acute pancreatitis, cerebrovascular diseases, delivery, acute appendicitis, malignant tumors, insulin-dependent diabetes mellitus, chronic ischemic heart disease. For example, Tivortin (“Yuria-Pharm”) is most often prescribed by gynecologists, less often – by physicians / family doctors, neurologists, surgeons, cardiologists, anesthesiologists. In turn, Reosorbilact (“Yuria-Pharm”) is among the top 3 drugs administered by hospital doctors for the period 2014-2020. Repeated prescriptions for reimbursement were issued remotely, however, despite government programs, treatment in Ukraine still depends on the patient’s money. The National Health Service of Ukraine for 2021 proposed to increase the salaries of health care workers and reduce the catastrophic costs of medicines paid by patient on its own. At present, there is a need to transfer the results of clinical trials to the RCP, as the studies are conducted in specialized strictly controlled conditions, and the RCP allows to obtain more real results. There are several types of RCP studies: non-interventional, post-registration, marketing, pharmacoeconomic, and patient database and registry studies.&#x0D; Conclusions. 1. COVID-19 pandemic is the main challenge of modern RCP. 2. The imposition of a pandemic onto phase 2 of health care reform has limited health care and patients’ access to clinics and hospitals, and suspended planned hospitalizations and surgeries. 3. In the conditions of pandemic and quarantine there was a redistribution of drug consumption in favor of domestic drugs. 4. Reosorbilact (“Yuria-Pharm”) is among the top 3 drugs administered by hospital doctors for the period 2014-2020.

Innovative marketing approach in project management: A market orientation perspective

The main objective of this paper is to develop an integrated conceptual framework to achieve consistency and synergy between project management and e-marketing activities within the market orientation that depends on the transaction, database, interactive and network marketing. The study solicited to apply this model in development or commercial projects conducted in Jordan. To extend this, the researcher interviewed people with experience who work in various projects such as educational projects or developing information technology systems, infrastructure projects, development projects, and others. The researcher was able to interview 34 experienced managers, and the interview form included a set of open questions related to the four dimensions of marketing orientation. The interview questions included covering how to integrate e-marketing activities into project management, it has directed in such a way as to highlight which marketing trends are most appropriate for the type of project and the duration of its implementation. The researcher identified most appropriate marketing trends for each project type and suggested which electronic marketing tools are most suitable for project managers and employees to adapt to communicate with individual clients or organizations, or even with other parties who have a direct or indirect relationship with the project such as stakeholders, suppliers and others. The implication for practitioners in the projects suggested, and recommendations for future research to generalize the proposed conceptual framework also presented.&#x0D;

An empirical examination of the effects of design elements of email newsletters on consumers’ email responses and their purchase

In this research, we empirically explore the effects of various design elements of email newsletters on consumers' email responses and their purchases. We capture the consumers' email responses using three metrics, namely email open, email click, and email reopen. We operationalize consumers' purchases as their spending on product items that are featured in email newsletters. Using a novel email marketing database, first, we model the influence of design elements of email newsletter on consumers' email responses at the individual consumer level. The email design elements constitute several email attributes, situational factors, and integrated marketing communication. Second, we quantify the effects of these three email responses, open, click, and reopen, on consumers' purchases. Our empirical results suggest a significant influence of email attributes, situational factors, and marketing communications on consumers' email responses. Furthermore, among open, click, and reopen, we find clicks tend to have the highest impact on consumers’ purchase, followed by email reopening and opening. However, email newsletters with higher opening probability are more effective in influencing purchases than those email newsletters with higher reopening probability. Furthermore, consumers who indulge in all three email responses, namely opening, clicking, and reopening, tend to purchase the most. Results from our study offer several critical insights for email marketing strategy helping managers improving the effectiveness of email campaigns by careful consideration for the design elements of email newsletters.

Quantum Marketing: A new way to think marketing and create exponential growth

How can I create growth? Marketing questioning can be condensed to this unique question —our new Unique Source of Problems — and most of us do not have the answer. Looking at companies’ performance, it seems that most companies do not have an answer either. In the past marketing was little more than television advertising which sent customers out to purchase in shops. This was measurable and predictable. More television, more new products result in more sales. Marketing skills were also simple: creating great television spots and great innovations were the two important skills of great marketers. Unfortunately, the world has changed. It has sped up, and become more complex and fragmented. Paradoxically, collecting more data has not made the world more measurable, but even less predictable. This created a fundamental doubt about the capability of marketing to create growth in a measurable way. More doubt creates more requests for data. Marketing becomes data-based marketing, and the more data organisations ask for, the less purpose and trust marketing seems to create. This paper outlines the need for a new system in order to make this complexity digestible by organisations, and to enable them to elicit growth patterns from a chaos of data points. The paper creates a new system with which to think of the world: ‘Quantum Marketing’. This provides organisations with a model to think of marketing, articulate the role of marketing in creating sources of growth and staff the teams with the new required skills. Regarding quantum marketing, this paper identifies three important capabilities that organisations can use to make sense of complexity and create growth: Particle Optimisations, Reverse Engineering, and Waves of Meaning. Fundamentally, the paper provides a system to organise the world, re-establish trust in marketing, organise your marketing department and focus on the right things. With this new quantum trilogy, readers will be able to outperform competitors and create exponential growth.

THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH

The competition for reaching and satisfying customers is becoming fiercer everyday. Companies are now aware that to be successful they have to obtain Information about their customers in order to build strong and long lasting relationships with them. Therefore, the understanding of database marketing, which is the gathering, saving and using the valuable customer data to the mutual benefit of the company and the customers, is becoming crucial. The article aims at defining the database marketing concept and reviewing its historical development. While discussing the phases and the driving forces leading to the development of database marketing, examples from the United States of America where database marketing is widely used are provided. Furthermore, the applications of database marketing in Turkey are investigated with a sector focus. The benefits of database marketing for involved parties are discussed in detail. Lastly, the ethical aspects related to database marketing are touched upon briefly.

Sports Sponsorship as a Cause of Obesity.

This article investigates the role of food and beverage sponsorship of sports in influencing dietary behaviour, and ultimately obesity, focusing on research published in the past 5 years. A systematic strategy was used to search the health science, social science and marketing databases to identify peer-reviewed literature on food and non-alcoholic beverage company sponsorship of sport published in English from 2015 to 2019. Sixteen discrete studies were identified: six content analyses, two qualitative studies, four cross-sectional surveys and four experimental studies. Findings indicate sports sponsorship is widely used to promote unhealthy foods through professional and community sport, prompting increased awareness and preference for sponsor products. Most studies assessed self-reported responses to sponsorship, with a lack of behavioural data on food purchasing and consumption. Sports sponsorship by unhealthy food brands achieves vast population reach and exposure, promoting increased brand awareness and preference for sponsor products. Research is needed to improve our understanding of the relationship between food and beverage sponsorship and energy intake. Research evaluating the efficacy of strategies to reduce spectator's exposure to unhealthy sports sponsorship is also needed.

Racial/ethnic disparities in specialty behavioral health care treatment patterns and expenditures among commercially insured patients in managed behavioral health care plans.

To document differences among racial/ethnic/gender groups in specialty behavioral health care (BH) utilization/expenditures; examine whether these differences are driven by probability vs intensity of treatment; and identify whether differences are explained by socioeconomic status (SES). The cohort consists of adults continuously enrolled in Optum plans with BH benefits during 2013. We modeled each outcome using linear regressions among the entire sample stratified by race/ethnicity, language and gender. Then, we estimated logistic regressions of the probability that an enrollee had any spending/use in a given service category (service penetration) and linear regressions of spending/use among the user subpopulation (treatment intensity). Lastly, all analyses were rerun with SES controls. This study links administrative data from a managed BH organization to a commercial marketing database. We found that in many cases, racial/ethnic minorities had lower specialty BH expenditures/utilization, relative to whites, primarily driven by differences in service penetration. Among women, relative to whites, Asian non-English speakers, Asian English speakers, Hispanic non-English speakers, Hispanic English speakers, and blacks had $106, $95, $90, $48, and $61 less in total expenditures. SES explained racial/ethnic differences in treatment intensity but not service penetration. In this population, SES was not a major driver of racial/ethnic differences in specialty BH utilization. Future studies should explore the role of other factors not studied here, such as stigma, cultural competence, and geography.

A comparison between Fuzzy Linguistic RFM Model and traditional RFM model applied to Campaign Management. Case study of retail business.

Recency Frequency Monetary Value (RFM) is a clear and descriptive way to classify a customer database based on purchasing behavior that direct marketers have used with success since almost the last twenty years. Despite the fashion that exists lately around predictive models and artificial intelligence, direct marketing’s RFM, still has a place in modern database marketing. In a real business environment, RFM can still be useful when models are not practical because it is user friendly and the outcome is always interpretable. It can also be used to combine with other models. In this paper, we show a real example about how easy, accurate and explainable can be a customer segmentation based on the traditional RFM model and the 2-tuple RFM model applied to a customer database. It will help us to better understand the benefits of applying the 2-tuple model instead of the traditional one. We will be able to see how, by applying a k-means clustering on top of the 2-tuple model, segments have a great applicability from the business point of view. By using descriptive variables, we will clarify the cluster description and the model will provide us an extremely clear idea about how customers behave. The main goal for developing this example was to define the best target for a direct campaign communication. Data used for this analysis belongs to a worldwide home furniture, Scandinavian Retailer, and are related to its loyalty program which give us the members’ historical purchase information.

Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

Türkiye de Pazarlama İle İlgili Yayınlanan Makalelerin Bibliyometrik İncelenmesi - Bibliometric Analysis of Published Marketing Articles in Turkey

The aim of this study is to classify articles written in field between 2004-2016 by considering the topic, research method, number of author and amount of domestic-foreign resource usage. In this context, A total of 308 articles were reviewed which registered in the database Turkish Academic Network And Information Center (ULAKBIM) which is affiliated with The Scientific And Technological Research Council Of Turkey (TUBITAK). The collected data were classified by bibliometric analysis method. The parameters used in the research are theme of the article, the year of publication, the number of authors, the number of pages, the number of domestic-foreign resources and the methods used (quantitative and/or qualitative). According to the results of the research, the most studied topics are; Marketing management and strategy, communication, social and green marketing. The least research has been made on Database marketing, art marketing and retailing. In addition, some other results of this research are that two author articles and single author articles has been more frequent, foreign sources were used more frequently, the articles were 17 pages in average, quantitative research methods were used more commonly.