Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models

Authors: Vicki Morwitz and David C. Schmittlein

Format: Journal Article

Publication Date: May 1, 1998

Journal: Management Science

Full Citation

Morwitz, Vicki and David C. Schmittlein

. “Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models.”

Management Science

vol.

44

, no.

5

(May 01, 1998):

610

-

628

.