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...

Im Direktmarketing lautet die zentrale Frage: Wen bewerbe ich wie, wann und wie oft? Erstaunlicherweise sind bisher weder in der wissenschaftlichen noch in der praxisorientierten Management-Literatur Antworten auf die Teilfragen wann und wie oft zu finden. Ralf Elsner zeigt, dass im...

Market mavens reportedly play important roles in the purchase decisions of other consumers, but this assumption has never been tested empirically. Prior research has profiled mavens and explored their motivations, without ever considering actual referral behaviour. This investigation applies...