Model selection for direct marketing: Performance criteria and validation methods

Marketing Intelligence and Planning

Volumn 26, Issue 3, 2008, Pages 275-292

  Cui, Geng ^a   Leung, Man Wong ^a   Zhang, Guichang ^b   Li, Lin ^c  

^a LINGNAN UNIVERSITY   (Hong Kong)

^b OCEAN UNIVERSITY OF CHINA   (China)

^c SHANDONG UNIVERSITY   (China)

Author keywords

Database marketing; Direct marketing; Modelling; Neural nets; Performance criteria

Indexed keywords

EID: 43149110180     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500810871339     Document Type: Article

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