Identifying the direct mail-prone consumer
Year of publication: |
2013
|
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Authors: | Leeflang, Peter ; Spring, Penny Noel ; Doorn, Jenny van ; Wansbeek, Tom |
Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9159, ZDB-ID 2732597-0. - Vol. 23.2013, 2, p. 175-195
|
Subject: | direct marketing | consumer proneness | equation modelling | DM-information interest framework | multiple indicators and multiple causes (MIMIC) | Direktmarketing | Direct marketing | Modellierung | Scientific modelling |
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