Donor segmentation : when summary statistics don't tell the whole story
Elizabeth J. Durango-Cohen & Ramón L. Torres & Pablo L. Durango-Cohen
| Year of publication: |
2013
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|---|---|
| Authors: | Durango-Cohen, Elizabeth J. ; Torres, Ramón L. ; Durango-Cohen, Pablo L. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 27.2013, 3, p. 172-184
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| Subject: | Customer segmentation | Non-profit fundraising | Direct mail | Expectation-maximization (EM) algorithm | Customer-based analysis | Nonprofit-Organisation | Nonprofit organization | Fundraising | Marktsegmentierung | Market segmentation | Direktmarketing | Direct marketing | Zielgruppe | Target group | Nonprofit-Marketing | Nonprofit marketing | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010128378