Resumen de Maximizing profits for a multi-category catalog retailer

Morris George, V Kumar, Dhruv Grewal

• 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.