March 2016

Tourism forecasting by search engine data with noise-processing

In many studies, search engine data were efficient to analyze and forecast as an explanatory variable, including the tourism volumes predictions. However, the search data and the tourism volumes were always interfered by the noise. Without noise-processing, the predictive ability of search engine data might be weak, even invalid. As a method of noise-processing, Hilbert-Huang Transform (HHT) could deal with non-linear...

Author(s): Li Xiaoxuan, Wu Qi, Peng Geng and Lv Benfu

March 2016

An investigation of the marketing performance measurement practices in Hatfield Volkswagen group

The measurement of marketing function is vitally important to establish the performance of the brand. The aim of this study is to investigate the marketing performance measurement practices in the Hatfield Volkswagen group with reference to the following elements: the awareness of the importance of effectively measuring the marketing activity, the satisfaction with the current marketing performance measurement, the...

Author(s): Chris Beukes and Gerhard van Wyk