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
TypeArticle accepté pour publication ou publié
Journal nameJournal of Direct Marketing
MetadataShow full item record
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 / Keywordssales; catalog; communication; merchandise; advertisement
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