Diepen, M. van; Donkers, A.C.D.; Franses, Ph.H.B.F. - Erasmus Research Institute of Management (ERIM), ERIM … - 2006
We propose a dynamic direct mailing response model with competitive effects, where purchase and promotion history are incorporated. We then map the dynamic competitive interactions amongst the firms sending the mailings. We investigate the short- and long-run impact of a direct mailing on the...