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Journal articles (1995), Journal of Interactive Marketing, pp. 61-71

Merchandising and the Life Cycle of Books Sold by Mail

The allocation of space is a major decision in the catalog business. It depends on the demand function and on management constraints. Sales elasticities with respect to price and to the catalog space allocated to books sold by mail order are measured at different stages of the product's life cycle. Econometric analysis of a sample of more than 700 observations for books sold by a French catalog club confirms that price elasticity is higher for repeats than for new books. Surprisingly, space elasticity is stable for both groups. The study also concludes that some results obtained in advertising research on the effect of the so called "mechanical variables" of catalog display (frame, left/right page,...) are also valid for catalogs.

DESMET, P. (1995). Merchandising and the Life Cycle of Books Sold by Mail. Journal of Interactive Marketing, pp. 61-71.