Download or read book Three Essays on Targeting, Customization, and the Marketing-operations Management Interface written by Xiaoqing Jing and published by . This book was released on 2010 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: ABSTRACT: This dissertation focuses on the opportunities and challenges faced by retailers in coordinating Marketing and Operations Management activities. Two issues of special interest are (1) the impact of coordinating marketing and operation strategies, e.g., the impact of customized operational and marketing activities on customer behavior, and (2) the actions firms can take to coordinate marketing and operations management, focusing especially on the opportunity to customize interface decisions based on the vast amount of customer information now available to firms. The thesis consists of three empirical studies, all of which collectively investigate issues related to the marketing/operations interface and the costs and benefits of customized marketing. Chapter 2 examines how product stockouts influence consumer purchase behavior and evaluates the potential value of customized inventory management; Chapter 3 studies how consumers react to customized promotions based on loyal programs; and Chapter 4 studies how restricting return policies affects consumers' purchase and return behavior, which influences both the retailer's revenue and operations cost.