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Essays on segmentation and targeting...

Pahwa, Parneet.

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Essays on segmentation and targeting in online and offline markets.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Essays on segmentation and targeting in online and offline markets./
作者:	Pahwa, Parneet.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2015,
面頁冊數:	116 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-01(E), Section: A.
Contained By:	Dissertation Abstracts International77-01A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3719437
ISBN:	9781321997859

Essays on segmentation and targeting in online and offline markets.
Pahwa, Parneet.

Essays on segmentation and targeting in online and offline markets. - Ann Arbor : ProQuest Dissertations & Theses, 2015 - 116 p.

Source: Dissertation Abstracts International, Volume: 77-01(E), Section: A.

Thesis (Ph.D.)--The University of Texas at Dallas, 2015.

This item is not available from ProQuest Dissertations & Theses.

In this dissertation, I offer three essays which are related to firms’ segmentation and targeting strategies. In the first two essays, I explore the segmentation and targeting implications using a unique data set that tracks shopping behavior of households and customers within the household across several stores of a single retailer. These two studies are empirical and I use the state-of-the art in Bayesian estimation methodologies to estimate the household and customer level parameters. In the third essay, I develop a game-theoretic model to investigate the role of intermediaries, of Ad Networks, in the world of on online advertising.

ISBN: 9781321997859Subjects--Topical Terms:

536353
Marketing.

Essays on segmentation and targeting in online and offline markets.
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