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

Desmet, Pierre (1993), Catalog Space Allocation at the department level: Empirical and normative rules, Journal of Direct Marketing, 7, 2, p. 7-18. 10.1002/dir.4000070204

Type
Article accepté pour publication ou publié
Date
1993
Journal name
Journal of Direct Marketing
Volume
7
Number
2
Pages
7-18
Publication identifier
Metadata
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Author(s)
Desmet, Pierre
Dauphine Recherches en Management [DRM]
Abstract (EN)
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.
Subjects / Keywords
sales; catalog; communication; merchandise; advertisement
JEL
L81 - Retail and Wholesale Trade; e-Commerce
M37 - Advertising