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

Authors: Vicki Morwitz and David C. Schmittlein

Format: Journal Article

Publication Date: January 1, 1992

Journal: Journal of Marketing Research

Full Citation

Morwitz, Vicki and David C. Schmittlein

. “Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which 'Intenders' Actually Buy?”

Journal of Marketing Research

vol.

29

, no.

4

(January 01, 1992):

391

-

405

.