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The 2003 ISMS Practice Prize Winner: Optimizing Rhenania's Direct Marketing Business Through Dynamic Multilevel Modeling (DMLM) in a Multicatalog-Brand Environment
Elsner, Ralf; Krafft, Manfred; Huchzermeier, Arnd - In: Marketing Science 23 (2004) 2, pp. 192-206
We introduce Dynamic Multilevel Modeling (DMLM) to a multicatalog-brand environment to determine the optimal frequency, size, and customer segmentation of direct marketing activities. This optimization method leverages multicatalog-brand effects including the utilization of prior customer...
Persistent link: https://www.econbiz.de/10008787977
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Optimizing Rhenania's Mail-Order Business Through Dynamic Multilevel Modeling (DMLM) - Modeling helps Rhenania, a direct marketer of books, CDs, videos, DVDs, and CD ROMS, to optim...
Elsner, Ralf; Krafft, Manfred; Huchzermeier, Arnd - In: Interfaces : the INFORMS journal on the practice of … 33 (2003) 1, pp. 50-66
Persistent link: https://www.econbiz.de/10006257236
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The 2003 ISMS Practice Prize Winner - Optimizing Rhenania's Direct Marketing Business Through Dynamic Multilevel Modeling (DMLM) in a Multicatalog-Brand Environment
Elsner, Ralf; Krafft, Manfred; Huchzermeier, Arnd - In: Marketing science : the marketing journal of the … 23 (2004) 2, pp. 192-206
Persistent link: https://www.econbiz.de/10006880821