Estimating individual promotional campaign impacts through Bayesian inference
Keith Becker; Jim Sprigg; Alex Cosmas
| Year of publication: |
2014
|
|---|---|
| Authors: | Becker, Keith ; Sprigg, Jim ; Cosmas, Alex |
| Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 31.2014, 6/7, p. 541-552
|
| Subject: | Bayesian statistics | Customer choice | Loyalty programs | Marketing effectiveness | Multi-channel marketing | Probabilistic analysis | Bayes-Statistik | Bayesian inference | Beziehungsmarketing | Relationship marketing | Kundenbindungsprogramm | Loyalty program | Konsumentenverhalten | Consumer behaviour | Theorie | Theory | Verkaufsförderung | Sales promotion | Multikanalvertrieb | Multichannel strategy | Marketingmanagement | Marketing management | Wahrscheinlichkeitsrechnung | Probability theory |
| Extent: | Ill., graph. Darst. |
|---|---|
| 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/10010459720