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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...
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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...
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