haku: @author Rossi, P. E. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Rossi, P. E. McCullogh, R. E. Allenby, G. M. |
| Otsikko: | The value of purchase history data in target marketing |
| Lehti: | Marketing Science
1996 : VOL. 15:4, p. 321-340 |
| Asiasana: | PURCHASING BUSINESS HISTORY DATA ANALYSIS SEGMENTATION CONSUMER RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Targeting of consumer segments for differential promotional activity is an important aspect of marketing practice. There exist distinct segments of homogeneous consumers who can be identified by readily available demographic information. There is a possibility of direct targeting of individual households. This paper assesses the information content of various information sets available for direct marketing purposes. The consumer information is obtained from the current and past purchase history as well as demographic characteristics. Evaluation of this information requires a flexible model of heterogeneity which can accommodate observable and unobservable heterogeneity as well as produce household level inferences for targeting purposes. |
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