A Machine Learning Approach in Analysing Brand Switching Behavior and Its Antecedents
A Machine Learning Approach in Analysing Brand Switching Behavior and Its Antecedents

Author(s): Özerk Yavuz
Subject(s): Business Economy / Management, Behaviorism, Financial Markets, Marketing / Advertising
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: brands; marketplace; Machine Learning Approach; marketing;
Summary/Abstract: Success of the brands in the marketplace is affected and influenced by several micro and macro factors in many levels. As suggested in literature for the successful positioning of goods and services right product, service, price, place and features should be designed and utilized. As Porter suggests overall cost leadership and core competitive advantage may provide several advantages in the marketing of goods, services and increasing sales revenue...

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