Maximizing profits for a multi-category catalog retailer

• Autores: Morris George, V Kumar, Dhruv Grewal
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 89, Nº 4, 2013, págs. 374-396
• Idioma: inglés
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• Resumen

  • Highlights: [�] Introduces optimal catalog mailing policy in multi-category catalog mailing context. [�] Employs multivariate proportional hazard model with household and category frailty. [�] Accounts for endogeneity in catalog mailing using control function approach. [�] Identifies impacts of full and category-specific catalogs on purchase behavior. [�] Optimal catalog mailing policy can generate 38.4 percent higher CLV compared to firm's policy.