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Journal of Global Scholars of Marketing Science Volume 23, 2013 - Issue 2
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Original Articles

Identifying the direct mail-prone consumer

识别倾向广告信函直销的消费者

Peter S.H. Leeflang Faculty of Economics and Business, Department of Marketing, University of Groningen, Groningen, The Netherlands; Aston Business School, Birmingham, UK; LUISS Guido Carli, Rome, ItalyCorrespondence[email protected]
,
Penny N. Spring Swisscom, Zürich, Switzerland
,
Jenny Van Doorn Faculty of Economics and Business, Department of Marketing, University of Groningen, Groningen, The Netherlands
&
Tom Wansbeek Faculty of Economics and Business, Department of Marketing, University of Groningen, Groningen, The Netherlands
Pages 175-195 | Received 05 Sep 2012, Accepted 28 Sep 2012, Published online: 20 Mar 2013

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Manojit Chattopadhyay, Subrata Kumar Mitra & Parikshit Charan. (2023) Elucidating strategic patterns from target customers using multi-stage RFM analysis. Journal of Global Scholars of Marketing Science 33:3, pages 444-474.
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Articles from other publishers (4)

Yolande Piris & Anne-Cécile Gay. (2021) Customer satisfaction and natural language processing. Journal of Business Research 124, pages 264-271.
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Carolyn Wilson-Nash, Amy Goode & Alice Currie. (2020) Introducing the socialbot: a novel touchpoint along the young adult customer journey. European Journal of Marketing 54:10, pages 2621-2643.
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Katherine N. Lemon & Peter C. Verhoef. (2016) Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing 80:6, pages 69-96.
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Joon Ho Hwang, Jaiho Chung, Jae Wook Kim, Dongwon Lee & Weon Sang Yoo. (2016) Antecedents to loyalty point redemption: Implications for customer equity management. Journal of Business Research 69:9, pages 3731-3739.
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