Dynamic Catalog Mailing Policies
نویسندگان
چکیده
منابع مشابه
Dynamic Catalog Mailing Policies
D who should receive a mail-order catalog is among the most important decisions that mail-ordercatalog firms must address. In practice, the current approach to the problem is invariably myopic: firms send catalogs to customers who they think are most likely to order from that catalog. In doing so, the firms overlook the long-run implications of these decisions. For example, it may be profitable...
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W develop, estimate, and test a response model of order timing and order volume decisions of catalog customers and derive a Bayes rule for optimal mailing strategies. The model integrates the when and how much components of the response; incorporates the mailing decision of the firm; and uses a Bayesian framework to determine the optimal mailing rule for each catalog customer. The Bayes rule we...
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Ontario and the 2002 Fall INFORMS Conference. We also gratefully acknowledge the contribution of the company that provided the data for this study and research assistance from Stephen Windsor. Deciding who should receive a mail-order catalog is amongst the most important decisions that mail-order catalogs must address. The current approach to the problem is invariably myopic: firms send catalog...
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Unmoderated electronic mailing lists suffer from the paradox that the more successful they are, the more difficult they are to use and administer because of the increasing number of users and discussions. Traditional solutions to this problem, such as creating static sublists or providing a Web interface, are not always desirable. We discuss the problems with traditional solutions and present d...
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ژورنال
عنوان ژورنال: Management Science
سال: 2006
ISSN: 0025-1909,1526-5501
DOI: 10.1287/mnsc.1050.0504