Path: Top > Karya Tulis Berdasarkan Subjek Ilmu > Administrasi Niaga > JOURNAL_OF_TARGETING,_MEASUREMENT_AND_ANALYSIS_FOR > VOL.14,_No.1,_December_2005

Hispanic Consumers, Store Loyalty and Brand Preference

JOURNAL OF TARGETING, MEASUREMENT AND ANALYSIS, Vol. 14, No. 1, Desember 2005, hlm. 33-46
Journal from JBPTPPOLBAN / 2013-06-21 16:25:30
Oleh : 1. Henry Greene, 2. George R. Milne , POLBAN
Dibuat : 2007-01-30, dengan 0 file

Keyword : data issues, direct marketing, geodemographics, measurement performance

This paper suports the use of exographics in a database marketing context. Exographics, defined as contextual characteristics beyond the scope of individual, household or neighbourhood space, are argued to have an added advantage over data sources traditionally discussed in the literature, such as buyer behavour, demographics, psychographics, life stage/life event and geodermographics. The value of exographics is demonstrated by constructing regression models to predict response to direct marketing campaigns for a motor insurance company.

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This paper suports the use of exographics in a database marketing context. Exographics, defined as contextual characteristics beyond the scope of individual, household or neighbourhood space, are argued to have an added advantage over data sources traditionally discussed in the literature, such as buyer behavour, demographics, psychographics, life stage/life event and geodermographics. The value of exographics is demonstrated by constructing regression models to predict response to direct marketing campaigns for a motor insurance company.

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PropertiNilai Properti
ID PublisherJBPTPPOLBAN
OrganisasiPOLBAN
Nama KontakHelmi Purwanti
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889
E-mail Administratorhelmi.purwanti@polban.ac.id
E-mail CKOhelmi.purwanti@polban.ac.id

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