search query: @author Magliozzi, T. / total: 4
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| Author: | Magliozzi, T. Berger, P. |
| Title: | List segmentation strategies in direct marketing |
| Journal: | Omega
1993 : JAN, VOL. 21, p. 61-72 |
| Index terms: | DIRECT SELLING SEGMENTATION REGRESSION ANALYSIS |
| Language: | eng |
| Abstract: | List segmentation refers to the set of techniques employed by direct mail marketers to attempt to predict those specific individuals who are more likely than others on a list to respond to a specific direct mail solicitation. Regression analysis is a commonly used list segmentation technique which yields managerially useful results. However, the commonly accepted criteria for evaluating the "goodness" of regression equations are inappropriate in the list segmentation context. |
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