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Rossi et al., 1996 - Google Patents

The value of purchase history data in target marketing

Rossi et al., 1996

View PDF
Document ID
8524094896085988143
Author
Rossi P
McCulloch R
Allenby G
Publication year
Publication venue
Marketing Science

External Links

Snippet

An important aspect of marketing practice is the targeting of consumer segments for differential promotional activity. The premise of this activity is that there exist distinct segments of homogeneous consumers who can be identified by readily available …
Continue reading at rob-mcculloch.org (PDF) (other versions)

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