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| Author: | Rossi, P. |
| Title: | The value of purchase history data in target marketing |
| Journal: | Marketing Science
1997 : VOL. 16:1, p. 321-340 |
| Index terms: | PURCHASING HISTORY MARKETING |
| Language: | eng |
| Abstract: | An important aspect of marketing practice is the targeting of consumer segments for differential promotional activity. The premise of this activity is that there exist distinct segments of homogeneous consumers who can be identified by readily available demographic information. The increased availability of individual consumer panel data open the possibility of direct targeting of individual households. The goal of this paper is to assess the information content of various information sets available for direct marketing purposes. |
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