Gönül, Füsun F.; Hofstede, Frenkel Ter - In: Marketing Science 25 (2006) 1, pp. 65-74
We develop, estimate, and test a response model of order timing and order volume decisions of catalog customers and derive a Bayes rule for optimal mailing strategies. The model integrates the and components of the response; incorporates the of the firm; and uses a Bayesian framework to determine...