Abstract
Direct Marketing is an area with large amounts of data and complex dynamic relationships. Neural networks help explore and model customer profiles and product relationships. Applications in business to consumer and business to business marketing are discussed.
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© 1995 Springer-Verlag London Limited
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ter Heide, R.P. (1995). Neural Networks Applied to Direct Marketing. In: Kappen, B., Gielen, S. (eds) Neural Networks: Artificial Intelligence and Industrial Applications. Springer, London. https://doi.org/10.1007/978-1-4471-3087-1_60
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DOI: https://doi.org/10.1007/978-1-4471-3087-1_60
Publisher Name: Springer, London
Print ISBN: 978-3-540-19992-2
Online ISBN: 978-1-4471-3087-1
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