Crutchfield, a major American mail-order company specializing in consumer electronics and personal computers, you should evaluate the results of the recent "search" rent a mailing list of names. Determination of distribution requires a calculation of lifetime value of new customers acquired. Deal of data on the probability of purchase (by the novelty and frequency) supports this calculation. The case can also be used to introduce RFM (recency, frequency, monetary value) basis for assessing clients.
This Darden study. "Hide
by Phillip E. Pfeifer Source: Darden School of Business 5 pages. Publication Date: August 26, 1994. Prod. #: UV0307-PDF-ENG
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