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Keywords: NBD model
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (3): 763–789.
Published: 30 November 2020
... households who buy a brand 0, 1, 2, 3, ….n times that will buy it 0, 1, 2, 3, ….n times in period 2 (Goodhardt and Ehrenberg, 1967). This feature of the NBD model is called Conditional Trend analysis (Morrison, 1969 ; Lenk et al., 1993 ; Habel et al., 2003). It highlights that even though...
