The value of purchase history data in target marketing

Marketing Science

Volumn 15, Issue 4, 1996, Pages 321-340

  Rossi, Peter E ^a   McCulloch, Robert E ^a   Allenby, Greg M ^a  

^a NONE

Author keywords

Bayesian hierarchical models; Coupons; Heterogeneity; Target marketing

Indexed keywords

EID: 0030299447     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.15.4.321     Document Type: Article

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