Open AccessImproving Direct Marketing Activities Effectiveness Using Analytical Models: RFM vs. Logit Model on a Casino Case
Author(s) -
Tjaša Tabaj Pušnar,
Danijel Bratina
Publication year - 2018
Publication title -
management
Language(s) - English
Resource type - Journals
eISSN - 1854-4223
pISSN - 1854-4231
DOI - 10.26493/1854-4231.13.323-334
Subject(s) - logit , logistic regression , marketing , mixed logit , direct marketing , business , econometrics , computer science , statistics , economics , mathematics