A Direct Approach to Predicting Discretized Response in Target Marketing

Vol. XLI (February 2004), 73–85 73 *Anand Bodapati is Assistant Professor of Marketing, Anderson Graduate School of Management, University of California, Los Angeles (e-mail: [email protected]). Sachin Gupta is Associate Professor of Marketing, Johnson Graduate School of Management, Cornell University (e-mail: [email protected]). The authors are grateful to Vikas Mittal and ACNielsen for data used in this article. They acknowledge helpful comments of the three anonymous JMR reviewers, Eric Eisenstein, Vrinda Kadiyali, Angela Lee, and Edward Malthouse. Both authors contributed equally and are listed in alphabetic order. ANAND BODAPATI and SACHIN GUPTA*