publication . Article . Other literature type . 2002

Research Note Consumer Addressability and Customized Pricing

Ganesh Iyer; Yuxin Chen;
Open Access
  • Published: 01 May 2002 Journal: Marketing Science, volume 21, issue 2 November, pages 197-208
Abstract
The increasing availability of customer information is giving many firms the ability to reach and customize price and other marketing efforts to the tastes of the individual consumer. This ability is labeled as consumer addressability. Consumer addressability through sophisticated databases is particularly important for direct-marketing firms, catalog retailers such as L.L Bean and Land's End, credit card-issuing banks, and firms in the long-distance telephone market. We examine the strategic implications of consumer addressability on competition between database/direct marketing firms. We address questions such as: In a competitive environment, how should firms...
Subjects
free text keywords: Customized Pricing, Direct Marketing, Database Marketing, Consumer Addressability, Marketing Information, Individual Marketing, Competitive Price Discrimination, Marginal cost, Individual consumer, Addressability, Information technology, business.industry, business, Economics, Profit (economics), Product differentiation, Marketing, Industrial organization, Direct marketing, Database marketing
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