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| Author: | Musiol, G. |
| Title: | Kundenselektion bei Mail-Order-Aktionen mittels kategorieller Regression |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1997 : 3.Q, VOL. 19:3, p. 153-162 |
| Index terms: | DIRECT SELLING DATA ANALYSIS RESEARCH METHODOLOGY CUSTOMERS |
| Language: | ger |
| Abstract: | For direct marketing, the most important issue is the ability to sample targets from a population for a direct mail campaign. The objective of the paper is to introduce a methodology based on categorial regression to select the persons who maximize the expected profit. In the empirical part, the suitability of the methodology will be demonstrated. |
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