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| Author: | Hruschka, H. Baumgartner, B. Semmler, M. |
| Title: | Wirkungsmessung und Allokation von Katalogen in Versandhandel und Direktmarketing: Katalogversand an Sammelbesteller |
| Journal: | Zeitschrift für Betriebswirtschaft
2003 : JAN, VOL. 73:1, p. 7-24 |
| Index terms: | MARKETING DIRECT SELLING EMPIRICAL RESEARCH MODELS ALGORITHMS |
| Language: | ger |
| Abstract: | The response of an addressee to catalogs received is divided into purchases, sales, returned goods and costs of returned goods. Response models consider the effect of receiving one catalog or several catalogs to an addressee. Effects of an addressee's attributes and the number of catalogs received are reproduced both by choice models and regression models with linear, semi-logarithmic or logistic functional forms and finite mixtures of these models. An empirical study gives evidence to S-shaped effects of the number of catalogs received and several of the other predictors most of which relate to past purchase behavior. An allocation algorithm leads to higher expected profit contributions. It is shown that expected profit contributions depend on the assumed combination of response models (original in German). |
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