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The authors propose a dynamic direct mailing response model with competitive effects. Purchase and promotion history are incorporated to map the dynamic competitive interactions among the firms sending the mailings. The authors investigate the impact of direct mailings on the revenues of each firm and its competitors over time. The model accounts for endogeneity of the mailing decision and for unobserved heterogeneity across households. The model is considered in a charitable giving setting, in which households often receive many direct mailings of different charities within a short period and competition is strong.
The authors propose a dynamic direct mailing response model with competitive effects. Purchase and promotion history are incorporated to map the dynamic competitive interactions among the firms sending the mailings. The authors investigate the impact of direct mailings on the revenues of each firm and its competitors over time. The model accounts for endogeneity of the mailing decision and for unobserved heterogeneity across households. The model is considered in a charitable giving setting, in which households often receive many direct mailings of different charities within a short period and competition is strong.
| Call Number | Location | Available |
|---|---|---|
| JMR4601 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2009 |
|---|---|
| Edisi | Vol. 46, No. 1 (Feb., 2009), pp. 120-133 |
| Subjek | Competition Dynamics Direct mailings Charitable donating |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 14 p. |
| Info Detail Spesifik | Vol. 46, No. 1 (Feb., 2009), pp. 120-133 |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |