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- W2020173714 abstract "In prior e-commerce research, two distinct viewpoints––the customer-based view and the product-basedview––were studied separately to determine optimal consumer marketing strategies. The former focuses oncustomer browsing/searching/purchasing behaviors to discover valuable customers; the latter concentrates onproduct popularity to discover optimal product portfolios. Recent research has shifted the focus from popularitytowards the long-tail phenomenon and its driving factors; however, little is known about efficient and effectivemethods to promote the right (e.g. head- or tail-) products to the right (e.g. VIP or Non-VIP) customers. Thecurrent study integrates these two viewpoints to provide greater insights and thereby develop morecomprehensive marketing strategies. Our findings show that VIP customers make the majority of long-tailpurchases. Moreover, apart from their high number of head- and tail-product purchases, they also display distinctwebsite browsing/searching behaviors compared to Non-VIP customers. Finally, we identify five customersegments and outline corresponding marketing strategies." @default.
- W2020173714 created "2016-06-24" @default.
- W2020173714 creator A5090643244 @default.
- W2020173714 date "2010-11-19" @default.
- W2020173714 modified "2023-09-26" @default.
- W2020173714 title "Head or Tail? An Integrative Analysis of Customer Value and Product Portfolio" @default.
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- W2020173714 doi "https://doi.org/10.5539/ijbm.v5n12p51" @default.
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