haku: @author Narasimhan, C. / yhteensä: 12
viite: 2 / 12
| Tekijä: | Chen, Y. Narasimhan, C. Zhang, Z. J. |
| Otsikko: | Individual Marketing with Imperfect Targetability |
| Lehti: | Marketing Science
2001 : VOL. 20:1, p. 23-41 |
| Asiasana: | INDIVIDUAL BEHAVIOUR COMPETITION INFORMATION |
| Kieli: | eng |
| Tiivistelmä: | The authors' research investigates the competitive ramifications of individual marketing and information management in today's information-intensive marketing environments. The specific managerial issues the authors address are as follows. First, what kinds of incentive environments competing firms face when they can only target individual customers imperfectly. Second, whether the improvement in an industry's tar-getability intensifies price competition in the industry such that all competing firms become worse off. Third, whether a firm should share its customer knowledge so as to improve its rival's targetability. Fourth, how an information vendor should sell its information that can improve a firm's targetability. Finally, whether competing firms have the same incentives to invest in their own targetability. |
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