Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "2045"
  #_source: array:26 [
    "id" => "2045"
    "slug" => "merchandising-and-the-life-cycle-of-books-sold-by-mail"
    "yearMonth" => "1995-06"
    "year" => "1995"
    "title" => "Merchandising and the Life Cycle of Books Sold by Mail"
    "description" => "DESMET, P. (1995). Merchandising and the Life Cycle of Books Sold by Mail. <i>Journal of Interactive Marketing</i>, pp. 61-71."
    "authors" => array:1 [
      0 => array:3 [
        "name" => "DESMET Pierre"
        "bid" => "B00000155"
        "slug" => "desmet-pierre"
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2020-12-17 17:55:06"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "61-71"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "La décision d'allocation de la surface d'un catalogue est une décision fondamentale en vente par correspondance. L'impact sur les ventes du prix ainsi que de la surface catalogue attribuée à des livres vendus par correspondance sont analysés à différentes étapes du cycle de vie du produit (nouveauté ou reprise). L'analyse économétrique d'un échantillon longitudinal de plus de 700 observations confirme que l'élasticité prix pour les ouvrages repris est plus élevée que celle des nouveaux livres et que l'élasticité à la réduction de prix promotionnelle est supérieure à celle du prix normal. A contrario, l'élasticité à la surface reste stable. L'étude montre en outre que certains résultats obtenus en publicité sur l'impact des variables mécaniques de présentation (encadrement, page droite/page gauche,...) sont aussi valables pour le catalogue."
      "en" => "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."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-11-18T17:21:41.000Z"
    "docTitle" => "Merchandising and the Life Cycle of Books Sold by Mail"
    "docSurtitle" => "Articles"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>"
    "docDescription" => "<span class="document-property-authors">DESMET Pierre</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1995</span>"
    "keywordList" => ""
    "docPreview" => "<b>Merchandising and the Life Cycle of Books Sold by Mail</b><br><span>1995-06 | Articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Merchandising and the Life Cycle of Books Sold by Mail</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.241645
  +"parent": null
}