文件名称：Quantitative Marketing and Marketing Management
文件大小：6.7MB
文件格式：PDF
更新时间：2022-03-19 10:12:04
Quantitative Marketing
The document addresses an issue that has been qualified as “challenging” in the literature, that is, estimating the parameters of the well-known Pareto/NBD model. The authors propose a maximum likelihood method to compute the model parameters and illustrate it with two data sets that have been previously used in the literature. The proposed procedure leads to the same parameter estimates as previously published approaches and can be implemented in a user-friendly fashion using a spreadsheet.