Targeted Promotions on an E-Book Platform: Crowding Out, Heterogeneity, and Opportunity Costs

Targeted promotions based on individual purchase history can increase sales. However, the opportunity costs of targeting to optimize promoted product sales are poorly understood. A series of randomized field experiments with a large e-book platform shows that although targeted promotions increase pr...

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Bibliographic Details
Published in:Journal of marketing research 2019-04, Vol.56 (2), p.310-323
Main Authors: Fong, Nathan, Zhang, Yuchi, Luo, Xueming, Wang, Xiaoyi
Format: Article
Language:English
Subjects:
Costs
E-books
Marketing
Opportunity costs
Pricing policies
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