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Case
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Reference no. UVA-M-0496
Subject category: Marketing
Authors: Phillip E Pfeifer (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 1996
Version: 08.1998
Length: 7 pages
Data source: Field research
Topics: Direct marketing; Regression analysis
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Abstract

This case describes an innovative response-modeling project at INTUIT. The case can help students understand the basics of (and the issues surrounding) response modeling, an important tactic in data-base marketing.
Location:
Menlo Park, CA
Industry:
Software
Other setting(s):
1996
Teaching note
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Reference no. UVA-M-0496TN
Subject category: Marketing
Authors: Phillip E Pfeifer (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2002
Version: 22 June 2012
Revision date: 5-Feb-2013
Length: 5 pages
Data source: Field research
View full details

About

Abstract

This case describes an innovative response-modeling project at INTUIT. The case can help students understand the basics of (and the issues surrounding) response modeling, an important tactic in data-base marketing.

Settings

Location:
Menlo Park, CA
Industry:
Software
Other setting(s):
1996

Related

Teaching note
-
Reference no. UVA-M-0496TN
Subject category: Marketing
Authors: Phillip E Pfeifer (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2002
Version: 22 June 2012
Revision date: 5-Feb-2013
Length: 5 pages
Data source: Field research
View full details