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Article Dans Une Revue Journal of Direct Marketing Année : 1993

Catalog Space Allocation at the department level: Empirical and normative rules

Résumé

In this article we describe empirical and normative rules for the space allocation in catalogs and the underlying assumptions regarding the demand function. Usefulness and limitations of the two approaches for measuring demand response functions are studied from an empirical point of view. The empirical space allocation rule, space as a percentage of profit, seems to be a good starting point and can be improved as the initially rather unstable elasticities are better known.

Dates et versions

hal-02130000 , version 1 (15-05-2019)

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Pierre Desmet. Catalog Space Allocation at the department level: Empirical and normative rules. Journal of Direct Marketing, 1993, 7 (2), ⟨10.1002/dir.4000070204⟩. ⟨hal-02130000⟩
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