haku: @author Magliozzi, T. / yhteensä: 4
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| Tekijä: | Lix, T. Berger, P. Magliozzi, T. |
| Otsikko: | New customer acquisition: prospecting models and the use of commercially available external data |
| Lehti: | Journal of Direct Marketing
1995 : AUTUMN, VOL. 9:4, p. 8-18 |
| Asiasana: | CUSTOMERS MERGERS MODELS |
| Kieli: | eng |
| Tiivistelmä: | Research on improved direct mail targeting has focused primarily on the segmenting of house/customer lists. However, continued expansion of the customer file requires acquisition of new customers. This article briefly described commercially available databases and then explores the linking of them to limited, individual-based survey data, to provide segmentation to enhance the process of efficient targeting of prospects (non-customers). |
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