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“Counting Your Customers” One by One
This research extends a Pareto/NBD model of customer-base analysis using a hierarchical Bayesian HB framework to suit today's customized marketing. The proposed HB model presumes three tried and te...
Optimal Bundling Strategies in Multiobject Auctions of Complements or Substitutes
We consider a problem at the interface of auctions and bundling. Our revenue-maximizing seller seeking to auction one unit each of two complements or substitutes in the best-of-three formats: the a...
Practice Prize Paper---Marketing-Mix Recommendations to Manage Value Growth at P&G Asia-Pacific
Procter & Gamble P&G Asia-Pacific is interested in managing value growth. Only after fully understanding the true effects of the marketing-mix variables can P&G managers make strategic decisions an...