Targeting the Switchable Industrial Customer

Abstract

This article presents a new approach to target marketing. An industrial market for electrical equipment is segmented on the basis of the strength of current preferences as defined by the probabilities of selecting the various suppliers. A modification of a disaggregate attribute choice model (logit) is used to identify the firm's “switchable” customers. The “switchable” customers are then targeted by direct personalized mail and visits by a “missionary” sales force. A major supplier of large-scale electrical equipment utilized this methodology with impressive sales results.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 57 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.