scholarly journals Foundations and trends in analytics and marketing relationship

2021 ◽  
Vol 20 (1) ◽  
Author(s):  
Alamir Costa Louro ◽  
Marcelo Moll Brandão ◽  
Arthur França Sarcinelli
Keyword(s):  
Marketing Analytics ◽  
Marketing Relationship

Objetivo: O propósito do presente artigo é pavimentar o caminho de futuras pesquisas quantitativas no campo de analytics em marketing, contextualizado com base na Visão Baseada em Recursos e na literatura sobre Capabilidades Dinâmicas.Método/Abordagem: Constitui-se como uma revisão aplicada de cunho bibliométrico sobre o relacionamento entre as subáreas. Utilizamos análises de cluster para prover um mapeamento esquemático da interseção dessas literaturas para pesquisadores iniciantes e experientes.Resultados: Após propor as capabilidades analíticas adaptativas, são sugeridos caminhos de avanço científico nas literaturas de marketing e estratégia, indicando possíveis construtos endógenos, exógenos e covariáveis para uma agenda de pesquisa voltada para situações de moderação e mediação.Implicações teóricas e metodológicas: Foi construída uma rede nomológica que interliga o relacionamento emergente entre marketing, analytics e capabilidades dinâmicas que auxilia na escolha de construtos atualizados e relevantes para estudos quantitativos futuros.Originalidade/valor: Destaca-se o alicerce da relação entre analytics e marketing, e assim são elucidadas as tendências de pesquisa e construtos objetivos otimizados para realização de pesquisas futuras sob a ótica das capabilidades dinâmicas.

EXPRESS: Big Data, Marketing Analytics, and Public Policy: Implications for Health Care

2021 ◽  
pp. 074391562199903
Author(s):  
Praveen K. Kopalle ◽  
Donald R. Lehmann
Keyword(s):  
Health Care ◽  
Public Policy ◽  
Big Data ◽  
Policy Implications ◽  
Marketing Analytics

This paper highlights some benefits to and issues with the application of big data and analytics, with emphasis on its role in health care. It considers both its effectiveness/value (i.e., how it can be used) and concerns about its use related to privacy and acceptance by individuals (i.e., how it should be used)

The Marketing Analytics Frontier

2015 ◽  
pp. 133-146
Author(s):  
Jerry Rackley
Keyword(s):  
Marketing Analytics

scholarly journals Study of Partnership Pattern Among Tilapia Fish (Oreochromis niloticus) Farmers with Fish Breeding Centre (BBI) Klemunan in Wlingi District, Blitar Regency

2019 ◽  
Vol 006 (02) ◽  
pp. 194-201
Author(s):  
Heri Ariadi ◽  
◽  
Zainal Abidin ◽  
Keyword(s):  
Case Studies ◽  
Oreochromis Niloticus ◽  
Technical Assistance ◽  
Brand Image ◽  
Positive Impact ◽  
Qualitative Approach ◽  
Market Information ◽  
Fish Breeding ◽  
Marketing Relationship ◽  
Seed Harvest

Tilapia seeds is a fovorite of market commodities among fish farmers who are still not fully cultivated by fish farmers in Wlingi, Blitar Regency due to the limitations of market information. Based on this phenomenon, some farmers tried to establish a partnership system with the Breeding Fish Centre (BBI) Klemunan. The study purposed to analysis of the partnership pattern that occurs between tilapia seed farmers and BBI on effort to hatch and market tilapia fish using case studies qualitative approach. The results of the study show that based on the pattern and mechanism of cooperation carried out by both parties, it can be identified that the partnership pattern exists is a type of Firm-particular partnership. In Firm-particular partnership, BBI acts as a core partner have on obliged to provide technical assistance, while seed farmers act as plasma who are obliged present provide seed harvest to BBI for marketing. Relationship between the Firm-particular partnership is considered as a win-win solution that is beneficial positive impact for seed farmers to the procurement of superior fish, guaranteed to seed marketing, and obtaining knowledge of aquaculture technical. While for BBI Klemunan, this agreement might strengthen of brand image for the service assestment by costumer’s society.

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

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