search query: @author DeSarbo, W. / total: 9
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| Author: | DeSarbo, W. Ramaswamy, V. |
| Title: | CRISP: Customer response based iterative segmentation procedures for response modeling in direct marketing |
| Journal: | Journal of Direct Marketing
1994 : SUMMER, VOL. 8:3, p. 7-20 |
| Index terms: | DIRECT SELLING CUSTOMERS SEGMENTATION |
| Language: | eng |
| Abstract: | The authors present a system of empirical segmentation procedures called CRISP for simultaneously deriving market segments and estimating models of customer response in each of these segments. While the common practice in response modeling is to estimate a single response model for all customers in the database, they allow for customer heterogeneity by calibrating response models for different (unknown) customer segments. |
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