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

Desmet, Pierre

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

Nom de la revue

Journal of Direct Marketing

Volume

Numéro

Pages

7-18

Identifiant publication

10.1002/dir.4000070204

Métadonnées

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Auteur(s)

Desmet, Pierre
Dauphine Recherches en Management [DRM]

Résumé (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.

Mots-clés

sales; catalog; communication; merchandise; advertisement

JEL

L81 - Retail and Wholesale Trade; e-Commerce
M37 - Advertising