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- W2103722145 abstract "This article presents a new approach to target marketing. An industrial market for electrical equipment is segmented on the basis of the strength of current preferences as defined by the probabilities of selecting the various suppliers. A modification of a disaggregate attribute choice model (logit) is used to identify the firm's “switchable” customers. The “switchable” customers are then targeted by direct personalized mail and visits by a “missionary” sales force. A major supplier of large-scale electrical equipment utilized this methodology with impressive sales results." @default.
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- W2103722145 date "1984-02-01" @default.
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- W2103722145 title "Targeting the Switchable Industrial Customer" @default.
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- W2103722145 doi "https://doi.org/10.1287/mksc.3.1.41" @default.
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