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Interest and reaction time analysis of credit card offers: Managerial implications of high level research procedures
被引：0
作者：
Howard Moskowitz
Dorit Cohen
Bert Krieger
Samuel Rabino
机构：
[1] Moskowitz & Jacobs Inc.,
关键词：
Conjoint analysis;
credit cards;
optimisation;
reaction time;
response time;
banking;
customer relations;
e-business;
e-commerce;
financial brokers;
financial engineering;
financial institutions;
financial marketing;
financial models;
financial planning;
financial training;
insurance;
intermediation;
Knowledge management;
management;
marketing;
marketing strategy;
pensions;
services quality;
virtual organisations;
D O I：
10.1057/palgrave.fsm.4770050
中图分类号：
学科分类号：
摘要：
This paper presents a new approach to the optimisation of direct mail offers. Conjoint measurement will be used to identify two aspects of an offer: the degree of interest; and the speed at which an individual processes the information. The approach allows the marketer to create offers that are simultaneously attractive to customers and easy to understand. The approach is illustrated by a credit card case study.
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页码：172 / 189
页数：17
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