Improving direct marketing activities effectiveness using analytical models

URN:NBN:SI:doc-8911F51V2018Bratina, DanjelTabaj, Tjašadocuments/doc/8/URN_NBN_SI_doc-8911F51V_001.pdfdocuments/doc/8/URN_NBN_SI_doc-8911F51V_001.txt134articlestr. 323-33415410316201854-4231URN:NBN:SI:doc-8911F51VslvFakulteta za managementManagementBY-NC-NDdirect marketing effectivenesslogit modelingrfmImproving direct marketing activities effectiveness using analytical modelsRFM vs. Logit Model on a Casino Case