Reimer, Kerstin; Albers, Sönke - Deutsche Zentralbibliothek für … - 2011
Predicting online customer repeat purchase behavior by accounting for the marketing-mix plays an important role in a …-Frequency-Monetary Value (RFM)-variables and marketing variables. However, these studies focus on a high predictive validity rather than … ensuring that their proposed models capture the original effects of marketing activities. Thus, they ignore an explicit …