[Forum SIS] Avviso di seminario: Paas a DISMEQ (Dipartimento di Statististica e Metodi Quantitativi, Milano-Bicocca)

[Fulvia Pennoni]

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Dipartimento di Statistica e Metodi Quantitativi
Via Bicocca degli Arcimboldi, 8 - 20126 Milano
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“Latent Markov models for assessing long–term effects of direct mail 
strategies”

Prof. Leonard J. Paas
Professor at the School of Communication, Journalism and Marketing, 
Massey University,
Auckland (New Zealand)

Giovedi’ 26 Maggio 2016 ore 11.00  Ed. U7  IV piano  (stanza 4064)
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Abstract:

Extant empirical research indicates that clients of banks tend to 
acquire financial products in similar orders, called acquisition 
patterns. It has been found that those products for the satisfaction of 
more basic needs tend to be acquired before products for higher order 
needs. Previous studies have shown that demographic variables may 
explain why some consumers make progress in such acquisition patterns 
and why others do not. We investigate whether a firm’s marketing 
activities influences progress of consumers in acquisition patterns. 
Managerially, the conducted analysis can be used for assessing the 
long-term effects of marketing activities on consumer product portfolios 
at banks.
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Si allega la locandina.

Cordiali saluti

Fulvia Pennoni

-- 
Fulvia Pennoni
Department of Statistics and Quantitative Methods
University of Milano-Bicocca
http://www.statistica.unimib.it/utenti/pennoni/