利用细分改进基于购买意愿的销售预测：哪些“意向者”真的会购买？

Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?

Journal of Marketing Research · 1992
被引 296
FT 50UTD 24ABS 4★

中文导读

研究了如何通过市场细分来改进基于购买意愿的销售预测，识别出哪些表达购买意向的消费者最终会实际购买。

Abstract

Vicki G. Morwitz, David Schmittlein, Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?, Journal of Marketing Research, Vol. 29, No. 4 (Nov., 1992), pp. 391-405

市场营销销售预测消费者行为市场细分
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