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| Author: | Gonul, F. Shi, M. |
| Title: | Optimal mailing of catalogs: a new methodology using estimable structural dynamic programming models |
| Journal: | Management Science
1998 : SEP, VOL. 44:9, p. 1249-1262 |
| Index terms: | MANAGEMENT MODELS COMPUTER PROGRAMMING |
| Language: | eng |
| Abstract: | The authors investigate the key determinants of the optimal direct mail policy in a dynamic environment where customers maximize utility and the direct mailer maximizes profits. The authors measure the sensitivity of the customers to receiving a catalog in the mail while controlling for customer characteristics such as elapsed time in responses and number of purchases. The authors apply their model to a database from a national cataloger that markets nonseasonal products. |
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