Does ticket sales information disclosure affect speed of ticket sales?

Yeliz Ekinci and Aysun Güran

The study addresses the long-term effects of promotions in terms of movement in a value-based segmentation (lead, iron, gold, platinum), instead of simply looking at response rates that occur shortly after the promotion.

Introduction

Customer profitability (CP) is the difference between the revenues earned from the transactions of the customer and the costs associated with the customer relationship during a specified period. CP value is a tool that can be used as a guide for companies while allocating marketing expenditures to customers. It is the best practice for companies to consider customers' future profitability while allocating resources. One of the main strategies to maximize the sum of CPs, which is customer equity, is optimal allocation of marketing resources.

In order to forecast future CP values, it is crucial to understand that customers may...

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