haku: @author Magliozzi, T. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Magliozzi, T. Berger, P. |
| Otsikko: | List segmentation strategies in direct marketing |
| Lehti: | Omega
1993 : JAN, VOL. 21, p. 61-72 |
| Asiasana: | DIRECT SELLING SEGMENTATION REGRESSION ANALYSIS |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA