Competitive Effects of Purchase-Based Targeted Advertising

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Jianqiang Zhang; Weijun Zhong; Shue Mei;
(2012)
  • Journal: Journal of Electronic Commerce in Organizations (JECO),volume 10,issue 4 October,pages71-84
  • Related identifiers: doi: 10.4018/jeco.2012100106

This paper develops a two-period sales model to investigate the competitive effects of purchase-based targeted advertising. In the model, two competing firms gain consumer information during the first period sales, which allows them to target advertising based on consum... View more
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