The importance of modeling temporal dependence of timing and quantity in direct marketing

Journal of Marketing Research

Volumn 46, Issue 4, 2009, Pages 482-493

  Jen, Lichung ^a   Chou, Chien Heng ^b   Allenby, Greg M ^c  

^a NATIONAL TAIWAN UNIVERSITY   (Taiwan)

^b CHINESE CULTURE UNIVERSITY   (Taiwan)

^c OHIO STATE UNIVERSITY   (United States)

Author keywords

Bayesian analysis; Covariance heterogeneity; Customer relationship management; Customer scoring; Lifetime value

Indexed keywords

EID: 69549113363     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.46.4.482     Document Type: Article

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