The results of the essays have several implications for both practitioners and academics. While a key managerial implication is to use cross selling as a strategic tool to maximize Customer Lifetime Value (CLV), the academic contributions relate to applying a multivariate proportional hazard model to a multi-category catalog retailing context.Based on the findings from Essay l, there is evidence that sending cross-category catalogs helps to increase the likelihood of crossbuy, which in tum is expected to improve customer-based outcome metrics. Hence, there is a need to developanbsp;...
|Title||:||Essays on Cross-buying in a Non-contractual Setting: Why, What, when and how Much?|
|Author||:||Morris K. George|
|Publisher||:||ProQuest - 2008|