This article develops and tests a model of integration of a marketing function, personal selling. The model, derived from transaction cost analysis as developed principally by Williamson, is formulated as a logistic function, which is estimated with data from the electronic components industry....

There are many situations where one is interested in predicting the expected number of events in period 2 given that x events occurred in period 1. For example, insurance companies must decide whether or not to cancel the insurance of drivers who had 3 or more accidents during the previous year....

Clemen and Winkler (1985) have described the theoretical effectiveness of Winkler's (1981) formula for optimally combining forecasts. The optimality of Winkler's formula is, however, contingent on actually knowing the forecasters' statistical properties, i.e., the variances and covariances of...

The launch of a new product or service via direct marketing is nearly always preceded by a test of that offering. Such a "live" test, conducted with a subset of the entire list of customer prospects, can sometimes be useful in a "go/no-go" decision regarding a full-scale launch of the offering....

This article is concerned with counting and identifying those customers who are still active. The issue is important in at least three settings: monitoring the size and growth rate of a firm's ongoing customer base, evaluating a new product's success based on the pattern of trial and repeat...

Many clinics that offer in vitro fertilization (IVF) have begun to market the following options to couples: (1) an a la carte program where the couple pays $7,500 per attempt regardless of the outcome; or (2) a money-back-guarantee program where the couple pays a $15,000 fee that covers up to...

Among the more prominent truisms in marketing are 80/20 type laws, e.g., 20 percent of the customers account for 80 percent of the purchases. These kinds of statistics indicate a certain degree of in customer purchases; i.e., the extent to which a large portion of the product's total purchases...

A mixed binomial error model is proposed which permits the evaluation of validity and test-retest reliability when individuals are asked to pick of objects. The approach explicitly incorporates the effect of guessing as well as the respondent's true discrimination ability, and recognizes that...

One of the most managerially useful constructs that emerge from the stochastic modelling of brand choice is that of conditional expectations. In this paper the conditional expectations are derived for a generalization of the NBD model, called the beta binomial/negative binomial distribution...

Customer base analysis is concerned with using the observed past purchase behavior of customers to understand their current and likely future purchase patterns. More specifically, as developed in Schmittlein et al. (1987), customer base analysis uses data on the frequency, timing, and dollar...