Wilkinson, John W.; Trinh, Giang; Lee, Richard; Brown, Neil - In: Journal of Business & Industrial Marketing 31 (2016) 4, pp. 543-552
Purpose This paper aims to extend the known boundary conditions of the negative binomial distribution (NBD) model, and to test the applicability of conditional trend analysis (CTA) – a key method to identify whether changes in overall sales are accounted for by previous non-buyers, light...