In this paper, quantitative models for direct marketing models are reviewed from a systems
perspective. A systems view consists of input, processing, and output and the six key …

A basic yet crucial question is: why should the firm engage in database marketing? We
discuss three fundamental motivations: enhancing marketing productivity, creating and …

Purpose The purpose of this study was to investigate the link between perceived
relationship quality, purchase intention and behavior, and the moderating role of …

This study focuses on profiling profitable hotel customers by RFM analysis, which is a data
mining technique. In RFM analysis, Recency, Frequency and Monetary indicators are …

Decision support techniques and models for marketing decisions are critical to retail
success. Among different marketing domains, customer segmentation or profiling is …

Deciding who should receive a mail-order catalog is among the most important decisions
that mail-order-catalog firms must address. In practice, the current approach to the problem …

Product returns are both a challenge and an opportunity for most retailers, since more than
US $640 billion in revenue is lost each year because of preventable product returns. A major …

Segmentation of customers by likelihood of repeating business is a very important tool in
marketing management. A number of approaches have been developed to support this …

This study segments inbound travelers to Hong Kong with a CH i-square A utomatic I
dentification D etector (CHAID) technique. Seven predictors are used to derive market …

We introduce Dynamic Multilevel Modeling (DMLM) to a multicatalog-brand environment to
determine the optimal frequency, size, and customer segmentation of direct marketing …