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The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs

Kopalle, Praveen K.; Sun, Yacheng; Neslin, Scott A.; … - In: Marketing Science 31 (2012) 2, pp. 216-235

We estimate the joint impact of the frequency reward and customer tier components of a loyalty program on customer behavior and resultant sales. We provide an integrated analysis of a loyalty program incorporating customers' purchase and cash-in decisions, points pressure and rewarded behavior...

Persistent link: https://www.econbiz.de/10010990368

The Perils of Behavior-Based Personalization

Zhang, Juanjuan - In: Marketing Science 30 (2011) 1, pp. 170-186

"Behavior-based personalization" has gained popularity in recent years, whereby businesses offer personalized products based on consumers' purchase histories. This paper highlights two perils of behavior-based personalization in competitive markets. First, although purchase histories reveal...

Persistent link: https://www.econbiz.de/10009218470

—Planning New Tariffs at tele.ring: The Application and Impact of an Integrated Segmentation, Targeting, and Positioning Tool

Natter, Martin; Mild, Andreas; Wagner, Udo; Taudes, Alfred - In: Marketing Science 27 (2008) 4, pp. 600-609

. In cooperation with the management, we implemented and tested a new segmentation, targeting, and positioning tool, which …

Persistent link: https://www.econbiz.de/10008787562

Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice

Wertenbroch, Klaus - In: Marketing Science 17 (1998) 4, pp. 317-337

segmentation and price discrimination based on consumer self-control. They can charge premium prices for small sizes of vices …

Persistent link: https://www.econbiz.de/10008787592

A Hidden Markov Model of Customer Relationship Dynamics

Netzer, Oded; Lattin, James M.; Srinivasan, V. - In: Marketing Science 27 (2008) 2, pp. 185-204

This research models the dynamics of customer relationships using typical transaction data. Our proposed model permits not only capturing the dynamics of customer relationships, but also incorporating the effect of the sequence of customer-firm encounters on the dynamics of customer...

Persistent link: https://www.econbiz.de/10008787626

Variety Seeking Through Brand Switching

Givon, Moshe - In: Marketing Science 3 (1984) 1, pp. 1-22

of market segmentation by variety seeking behavior is explored. …

Persistent link: https://www.econbiz.de/10008787760

Nonlinear Pricing to Produce Information

Braden, David J.; Oren, Shmuel S. - In: Marketing Science 13 (1994) 3, pp. 310-326

We investigate the firm's dynamic nonlinear pricing problem when facing consumers whose tastes vary according to a scalar index. We relax the standard assumption that the firm knows the distribution of this index. In general the firm should determine its marginal price schedule as if it were...

Persistent link: https://www.econbiz.de/10008787777

Communication Strategies and Product Line Design

Villas-Boas, J. Miguel - In: Marketing Science 23 (2004) 3, pp. 304-316

When selling a product line, a firm has to consider the costs of communicating about the different products to the consumers. This may affect the product line design in general, and which products or services are offered in particular. The problem is that firms have to communicate to consumers,...

Persistent link: https://www.econbiz.de/10008787793

The 2004 ISMS Practice Prize Winner—Sales Territory Design: Thirty Years of Modeling and Implementation

Zoltners, Andris A.; Sinha, Prabhakant - In: Marketing Science 24 (2005) 3, pp. 313-331

Sales territory alignment is the assignment of accounts and their associated selling activities to salespeople and teams. Models, systems, processes, and wisdom have evolved over 1,500 project implementations for 500 companies with 500,000 sales territories. Optimization models have evolved over...

Persistent link: https://www.econbiz.de/10008787863

Optimizing the Marketing Interventions Mix in Intermediate-Term CRM

Rust, Roland T.; Verhoef, Peter C. - In: Marketing Science 24 (2005) 3, pp. 477-489

conduct a longitudinal validation test to compare the performance of our model with that of commonly used segmentation models …-frequency-monetary value (RFM), or finite mixture segmentation in predicting the effectiveness of intermediate-term CRM. The empirical results … project a significant increase in intermediate-term profitability over all of the competing segmentation approaches and a …

Persistent link: https://www.econbiz.de/10008787883