The proliferation of smartphones has spawned a new industry – mobile apps. Managers increasingly recognize the potential for mobile commerce apps to “engage” customers and thereby grow sales. To measure this potential, this paper examines what drives customer usage of apps and whether app...

Many retailers enable customers to purchase both online and offline. We posit that the type of product purchased in this multichannel environment, “fit” or “non-fit”, impacts customer learning and profitability, and that purchasing fit products offline is especially effective at creating...

Cover Page -- Dedication -- Title Page -- Copyright Page -- Contents -- List of Figures -- List of Tables -- About the Editors -- List of Contributors -- Preface -- Introduction -- 1 The Brave New World of Database Marketing -- 2 Book Contents -- References -- PART I METHODS -- Chapter 1 Data...

This paper develops a model for measuring the effects of sales promotion on purchase event feedback. The model directly assesses the extent to which promotion purchases contribute differently than non-promotion purchases to the dynamic component of Guadagni and Little's (1983) "brand loyalty"...

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise...