Testing new direct marketing offerings: The interplay of management judgment and statistical models
type: Item
instance of: scholarly article
zbMATH Open document ID: 1003.90516
author: Vicki G. Morwitz
author: David C. Schmittlein
published in: Management Science
publication date: 2002-10-16T00:00:00Z
Mathematics Subject Classification ID: 90B60
zbMATH DE Number: 1731010
zbMATH Keywords: marketing
zbMATH Keywords: models
zbMATH Keywords: managers
zbMATH Keywords: segmentation
MaRDI profile type: Publication
full work available at URL: mnsc.44.5.610
OpenAlex ID: W2165137207
DOI: 10.1287/MNSC.44.5.610
title: Testing new direct marketing offerings: The interplay of management judgment and statistical models
description: scientific article; zbMATH DE number 1731010