Segmentation approaches in data-mining: A comparison of RFM, CHAID, and logistic regression
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- Zahay, Debra & Peltier, James & Schultz, Don E. & Griffin, Abbie, 2004. "The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together," Journal of Advertising Research, Cambridge University Press, vol. 44(01), pages 3-18, March.