دانلود و نمایش مقالات مرتبط با Promotions::صفحه 1
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نتیجه جستجو - Promotions

تعداد مقالات یافته شده: 14
ردیف عنوان نوع
1 بهبود سرمایه گذاری پویا در زمینه ارتقا و حفظ فناوری مدیریت فهرست موجودی از طریق الگوریتم اصلاح شده گرده افشانی گل
سال انتشار: 2021 - تعداد صفحات فایل pdf انگلیسی: 16 - تعداد صفحات فایل doc فارسی: 33
نرخ سرمایه گذاری پویا در تبلیغاتبر حسب دامنه قیمت مختلف و سرمایه گذاری بهینه در فناوری نگهداری برای محصولات مد روز به ازای طول عمر آنها تعیین می گردد. مدل فهرست موجودی میزان سفارش برای اقلام از بین رفتنی با قیمت تبلیغاتی و میزان نقاضا نوع ذوزنقه ای برای بشینه سازی سود خرده فروش به کار می رود. میزان از بین رفتگی به فناوری نگهداری بستگی دارد به عبارتی هر چه سرمایه گذاری در نگه داری بیشتر باشد، میزان از بین رفتگی کمتر خواهد بود. هدف این مقاله دستیابی به سرمایه گذاری پویا بهینه برای تبلیغات است. نظریه کنترل بهینه برای دستیابی به میزان سرمایه گذاری پویا همراه با الگوریتم گرده افشانی گل برای یافتن طرح قیمت گذاری، زمان بندی پرکردن مجدد انبار به کار می رود. تحلیل حساسیت با توجه به پارامترهای اصلی انجام شده است تا تازگی الگوریتم ثابت گردد و نگرش های مدیریتی مدل مطرح شده بررسی گرد.مطالعات عددی نشان می دهند سرمایه گذاری پویا برای مدیریت انبار مزیت بخش است.
واژگان کلیدی: سرمایه گذاری پویا | الگوریتم گرده افشانی گل | فناوری نگه داری | تبلیغات | تقاضا نوع ذوزنقه ای | بازاریابی
مقاله ترجمه شده
2 From data to action: How marketers can leverage AI
از داده به عمل: بازاریاب ها چگونه می توانند از هوش مصنوعی استفاده کنند-2020
Artificial intelligence (AI) is at the forefront of a revolution in business and society. AI affords companies a host of ways to better understand, predict, and engage customers. Within marketing, AI’s adoption is increasing year-on-year and in varied contexts, from providing service assistance during customer interactions to assisting in the identification of optimal promotions. But just as questions about AI remain with regard to job automation, ethics, and corporate responsibility, the marketing domain faces its own concerns about AI. With this article, we seek to consolidate the growing body of knowledge about AI in marketing. We explain how AI can enhance the marketing function across nine stages of the marketing planning process. We also provide examples of current applications of AI in marketing.
KEYWORDS : Artificial intelligence | Machine learning ‌| Marketing function | Marketing mix | Consumer engagement | Customer experience | Customer journey
مقاله انگلیسی
3 Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee prefere
قطع ارتباط در کارکنان نمایشگاه های تجاری: مقایسه تأکید غرفه داران و ترجیح شرکت کنندگان-2020
This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferences for staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observe that relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffing with executive/upper management and sales/marketing personnel. Additional comparisons between attendees who are decision-makers vs. influencers in the purchase process, between attendees from different kinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographic scope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors.
Keywords: Trade shows | Exhibitions | Business-to-business marketing | B2B Marketing | Promotions
مقاله انگلیسی
4 Advancing social media derived information messaging and management: A multi-mode development perspective
پیشبرد پیام رسانی و مدیریت اطلاعات مشتق شده از رسانه های اجتماعی: چشم انداز توسعه چند حالته-2020
With global reach of over 2 billion active users, the evolution of Social Media (SM) systems has provided organizations with sophisticated tools and technologies for delivering business objectives. Importantly, while marketers and public relations experts have taken leading positions in promotion and advancement of SM, project managers are often tasked with delivering SM systems. In this study, a sample of 127 project managers were asked to evaluate and recommend modes of SM development for six diverse firms using a four-part taxonomy. The results show that firms of varying size can employ narrowly focused and low cost SM development modes to meet their business objectives, with well-resourced firms able to use experimental modes to deliver widespread and higher cost ‘listen and learn’ SM systems. Alternatively, in addition to achieving groundswell promotions and broader business marketing and sales influencing objectives, firms that engage in large scale SM developments can document and implement SM best practices and apply multi-organizational collaborations required for information exchange, customer feedback and experience sharing. These managerial perspectives expose the intrinsic connections between SM systems and information messaging and management within firms. The article builds further into cumulative studies directed at SM systems construction, deployment, and firm capability affordances.
Keywords: Social media | Development | Mode | Messaging | Systems
مقاله انگلیسی
5 Employing revenue sharing strategies when confronted with uncertain and promotion-sensitive demand
به کارگیری استراتژی های تقسیم درآمد هنگام مواجه شدن با تقاضای نامشخص و حساس به ارتقا-2020
Revenue sharing (RS) refers to the distribution of income among stakeholders (e.g., manufacturers and retailers) in a business-to-business environment. This method is a widely employed marketing strategy in the video rental, telecoms, computer, sports, and music industries, among others. Promotional activities are also a popular method of stimulating sales. This study considers a decentralized supply chain, in which a manufacturer sells products to a retailer under conditions of uncertain and promotion-sensitive demand, using either a manufacturer or retailer promotion. The study aims to determine how RS affects the decision making and profits of both manufacturers and retailers. It seeks to uncover whether RS benefits channel members in the cases of manufacturer and retailer promotions. The results show that when the manufacturer promotes products to end customers, RS is an effective incentive for increasing the profits of manufacturers and retailers. However, retailers may be unwilling to share revenue when they undertake their own promotional activities based on different demand function settings. The findings add novel insights to the literature of management, which can be used by business decision makers.
Keywords: Operations-marketing interface | Revenue sharing | Promotion | Profit | Uncertain demand
مقاله انگلیسی
6 Employing revenue sharing strategies when confronted with uncertain and promotion-sensitive demand
استفاده از استراتژی های تقسیم درآمد هنگام مواجهه با تقاضای نامشخص و حساس به تبلیغ-2020
Revenue sharing (RS) refers to the distribution of income among stakeholders (e.g., manufacturers and retailers) in a business-to-business environment. This method is a widely employed marketing strategy in the video rental, telecoms, computer, sports, and music industries, among others. Promotional activities are also a popular method of stimulating sales. This study considers a decentralized supply chain, in which a manufacturer sells products to a retailer under conditions of uncertain and promotion-sensitive demand, using either a manufacturer or retailer promotion. The study aims to determine how RS affects the decision making and profits of both manufacturers and retailers. It seeks to uncover whether RS benefits channel members in the cases of manufacturer and retailer promotions. The results show that when the manufacturer promotes products to end customers, RS is an effective incentive for increasing the profits of manufacturers and retailers. However, retailers may be unwilling to share revenue when they undertake their own promotional activities based on different demand function settings. The findings add novel insights to the literature of management, which can be used by business decision makers.
Keywords: Operations-marketing interface | Revenue sharing | Promotion | Profit | Uncertain demand
مقاله انگلیسی
7 A product-centric data mining algorithm for targeted promotions
یک الگوریتم داده کاوی محصول محور برای تبلیغات هدفمند-2019
Targeted promotions in retail are becoming increasingly popular, particularly in UK grocery retail sector, where competition is stiff and consumers remain price sensitive. Given this, a targeted promotion algorithm is proposed to enhance the effectiveness of promotions by retailers. The algorithm leverages a mathematical model for optimising items to target and fuzzy c-means clustering for finding the best customers to target. Tests using simulations with real life consumer scanner panel data from the UK grocery retailer sector show that the algorithm performs well in finding the best items and customers to target whilst eliminating “false positives” (targeting customers who do not buy a product) and reducing “false negatives” (not targeting customers who could buy a product). The algorithm also shows better performance when compared to a similar published framework, particularly in handling “false positives” and “false negatives”. The paper concludes by discussing managerial and research implications, and highlights applications of the model to other fields.
Keywords: Association rule mining | Targeted marketing | Clustering
مقاله انگلیسی
8 The effect of promotion on gaming revenue: A study of the US casino industry
تاثیر تبلیغات روی درآمد از بازی: یک مطالعه روی صنعت تفریح آمریکا-2018
In spite of the growing importance of promotion utilizing non-gaming products in the US casino industry, research on the effect of promotion for casino tourists on gaming revenue has been sparse. Especially, an examination of interaction effects among promotions utilizing non-gaming products on gaming revenue of US casino firms has been rare in the literature. Thus, this study aims to investigate the individual effect from each non-gaming product on gaming revenue in the US casino industry. Further, this study examines interaction effects of each pair of promotions utilizing non-gaming products on gaming revenue. The results of this study show a positive and significant effect of hotel room promotion on gaming revenue. In addition, promotions of hotel room and other businesses except for F&B in combination significantly contribute to an increase of gaming revenue.
keywords: Promotion |Gaming revenue |Interaction effect |Casino industry
مقاله انگلیسی
9 The interaction evolution model of mass incidents with delay in a social network
مدل تکامل تعامل حوادث بزرگ با تاخیر در یک شبکه اجتماعی-2017
Recent years have witnessed rapid development of information technology. Today, modern media is widely used for the purpose of spreading information rapidly and widely. In particular, through micro-blog promotions, individuals tend to express their viewpoints and spread information on the internet, which could easily lead to public opinions. Moreover, government authorities also disseminate official information to guide public opinion and eliminate any incorrect conjecture. In this paper, a dynamical model with two delays is investigated to exhibit the interaction evolution between the public and official opinion fields in network mass incidents. Based on the theory of differential equations, the interaction mechanism between two public opinion fields in a micro-blog environment is analyzed. Two delays are proposed in the model to depict the response delays of public and official opinion fields. Some stable conditions are obtained, which shows that Hopf bifurcation can occur as delays cross critical values. Further, some numerical simulations are carried out to verify theoretical results. Our model indicates that there exists a golden time for government intervention, which should be emphasized given the impact of modern media and inaccurate rumors. If the government releases official information during the golden time, mass incidents on the internet can be controlled effectively.
Keywords: Public opinion fields | Network of mass incident | Interaction evolution model | Hopf bifurcation
مقاله انگلیسی
10 Structural forecasts for marketing data
پیش بینی های ساختاری برای داده های بازاریابی-2017
Marketing applications often require disaggregate forecasts of demand that pertain to sub sets of individuals who are targeted for action. Examples include targeted price promotions that are made available through on-site couponing and forecasts of market segments for which new products have been developed. One challenge in the production of disaggregate forecasts of demand, and of consumer responses to marketing actions, relates to the limited amount of data that is available at the individual level. This paper discusses approaches to the improvement of marketing forecasts through the use of both parsimonious structural models of demand and random-effect models that pool data statistically across individual consumers.
Keywords: Sparse data | Constraints | Statistical pooling
مقاله انگلیسی
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