This chapter offers a comprehensive survey of the economic analysis of advertising. A first
objective is to organize the literature in a manner that clarifies what is known. A second …

This chapter surveys the developments in price discrimination theory as it applies to
imperfectly competitive markets. Broad themes and conclusions are discussed in the areas …

This article summarizes and draws connections among diverse streams of theoretical and
empirical research on the economics of privacy. We focus on the economic value and …

As consumers spend more time on their mobile devices, a focal retailer's natural approach is
to target potential customers in close proximity to its own location. Yet focal (own) location …

Customized communications have the potential to reduce information overload and aid
customer decisions, and the highly relevant products that result from customization can form …

This study compares the performance of four commonly used approaches to measure
consumers' willingness to pay with real purchase data (REAL): the open-ended (OE) …

The tailoring of a firm's marketing mix to the individual customer is the essence of one-to-one
marketing. In this paper, we distinguish between two forms of one-to-one marketing …

An important question that firms face in advertising is developing effective media strategy.
Major improvements in the quality of consumer information and the growth of targeted media …

A basic yet crucial question is: why should the firm engage in database marketing? We
discuss three fundamental motivations: enhancing marketing productivity, creating and …

We present a review of research studies that deal with personalization and synthesize
current knowledge about these areas. We identify issues that we envision will be of interest …