TITLE

Modeling a modern mailing

AUTHOR(S)
Shepard, David
PUB. DATE
November 1994
SOURCE
Marketing Tools;Nov/Dec94, Vol. 1 Issue 8, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on mail campaigns as a marketing strategy and develops models for predicting customer responses. Information requirements for building predictive models; Statistical procedure; Characteristics of strong and weak models; Comparison of the varied response indexes for the six mail campaign models described.
ACCESSION #
9607111130

 

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