Modeling contribution behavior in fundraising: Segmentation analysis for a public broadcasting station
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DOI: 10.1016/j.ejor.2013.01.008
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- Durango-Cohen, Elizabeth J. & Torres, Ramón L. & Durango-Cohen, Pablo L., 2013. "Donor Segmentation: When Summary Statistics Don't Tell the Whole Story," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 172-184.
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Keywords
Marketing; Segmentation analysis; Fundraising; Not-for-profit organizations; Finite-mixture models; Expectation–maximization algorithm;All these keywords.
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