Deckungsbeitragsorientierte Steuerung von Targeting-Kampagnen
Author:
Publisher
Springer Science and Business Media LLC
Subject
Management of Technology and Innovation,General Economics, Econometrics and Finance,General Business, Management and Accounting
Link
http://link.springer.com/content/pdf/10.1007/BF03372908
Reference21 articles.
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3. Courtheoux, Richard J. (2003), Marketing Data Analysis and Data Quality Management, in: Journal of Targeting, Measurement & Analysis for Marketing, Vol. 11, S. 299–313.
4. Cramer, J. S. (1999), Predictive Performance of the Binary Logit Model in Unbalanced Samples, in: Journal of the Royal Statistical Society: Series D (The Statistician), Vol. 48, S. 85–94.
5. Dong, Xiaojing/ Manchanda, Puneet/ Chintagunta, Pradeep K. (2009), Quantifying the Benefits of Individual-Level Targeting in the Presence of Firm Strategic behavior, in: Journal of Marketing Research, Vol. 46, S. 207–221.
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