Predicting customer responses to direct marketing : a Bayesian approach
Direct marketing problems have been intensively reviewed in the marketing literature recently, such as purchase frequency and time, sales profit, and brand choices. However, modeling the customer response, which is an important issue in direct marketing research, remains a significant challenge. Thi...
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| Format: | Others |
| Language: | en |
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Digital Commons @ Lingnan University
2007
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| Online Access: | https://commons.ln.edu.hk/mkt_etd/11 https://commons.ln.edu.hk/cgi/viewcontent.cgi?article=1010&context=mkt_etd |