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A comparative analysis of decision making procedures in the catalog sales industry

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  • Bitran, Gabriel
  • Mondschein, Susana

Abstract

In this article Gabriel Bitran and Susana Mondschein discuss the most important features of the mailing process in the catalog sales industry. They contrast a 'conventional' approach for mailing and inventory decisions, that is recommended in the specialized literature and has been observed in several catalog companies, with an analytical methodology proposed by the authors. They show, that in general, the latter leads to systematically better solutions in terms of the companies' profitability. They also present an optimal method for computing the customer lifetime value and discuss the importance of this concept when making decisions concerning the acquisition of new customers, retention of old customers, and valuation of a catalog company.

Suggested Citation

  • Bitran, Gabriel & Mondschein, Susana, 1997. "A comparative analysis of decision making procedures in the catalog sales industry," European Management Journal, Elsevier, vol. 15(2), pages 105-116, April.
    • Handle: RePEc:eee:eurman:v:15:y:1997:i:2:p:105-116
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    Cited by:

    1. Mehrdad Memarpour & Erfan Hassannayebi & Navid Fattahi Miab & Ali Farjad, 2021. "Dynamic allocation of promotional budgets based on maximizing customer equity," Operational Research, Springer, vol. 21(4), pages 2365-2389, December.
    2. Viktoriya Stanimirova STANCHEVA, 2017. "Exploring The Effects Of Customer Portfolio Management," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(2), pages 1-14, July.
    3. Verhoef, P.C. & Donkers, A.C.D., 2001. "Predicting Customer Potential Value: an application in the insurance industry," ERIM Report Series Research in Management ERS-2001-01-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Ralf Elsner & Manfred Krafft & Arnd Huchzermeier, 2004. "The 2003 ISMS Practice Prize Winner: Optimizing Rhenania's Direct Marketing Business Through Dynamic Multilevel Modeling (DMLM) in a Multicatalog-Brand Environment," Marketing Science, INFORMS, vol. 23(2), pages 192-206, June.
    5. Xiangbin Yan & Jing Wang & Michael Chau, 2015. "Customer revisit intention to restaurants: Evidence from online reviews," Information Systems Frontiers, Springer, vol. 17(3), pages 645-657, June.
    6. Ralf Elsner & Manfred Krafft & Arnd Huchzermeier, 2003. "Optimizing Rhenania's Mail-Order Business Through Dynamic Multilevel Modeling (DMLM)," Interfaces, INFORMS, vol. 33(1), pages 50-66, February.

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