Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models

DOI10.1287/MNSC.44.5.610zbMath1003.90516OpenAlexW2165137207MaRDI QIDQ2783957

Vicki G. Morwitz, David Schmittlein

Publication date: 16 October 2002

Published in: Management Science (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1287/mnsc.44.5.610

zbMATH Keywords

modelsmarketingsegmentationmanagers

Mathematics Subject Classification ID

Marketing, advertising (90B60)

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