tailieunhanh - SUCCESS FACTORS OF PLACE MARKETING: A STUDY OF PLACE MARKETING PRACTICES IN NORTHERN EUROPE AND THE UNITED STATES

Campaign Execution (Model Deployment): Once the model is ready, the next step is to deploy the model in the current campaign. The model is applied to rank all potential customers by the predicted probability of belonging to the class initiating the contact. Only the top x% of the ranked list will receive the promotion (if the majority of potential customers are contacted, then direct marketing would not differ much from mass marketing). The selection of an optimal x, . the x that produces the highest net profit, depends on the (predicted) performance of the model. In addition, if. | Helsinki University of Technology Institute of Strategy and International Business Doctoral Dissertations 2003 4 Espoo 2003 SUCCESS FACTORS OF PLACE MARKETING A STUDY OF PLACE MARKETING PRACTICES IN NORTHERN EUROPE AND THE UNITED STATES Seppo K Rainisto TEKNILLINEN KORKEAKOULU TEKNISKA HỒGSKOLAN HELSINKI UNIVERSITY OF TECHNOLOGY TECHNISCHE UNIVERSITÃT HELSINKI UNIVERSITE DE TECHNOLOGIE D HELSINKI Helsinki University of Technology Institute of Strategy and International Business Doctoral Dissertations 2003 4 Espoo 2003 SUCCESS FACTORS OF PLACE MARKETING A STUDY OF PLACE MARKETING PRACTICES IN NORTHERN EUROPE AND THE UNITED STATES Seppo K Rainisto Dissertation for the degree of Doctor of Science in Technology to be presented with due permission of the Department of Industrial Engineering and Management for public examination and debate in Auditorium Luna Spektri Duo Building Metsanneidonkuja 6 at the Helsinki University of Technology on the 19th of September 2003 at 13 o clock. Helsinki University of Technology Department of Industrial Engineering and Management Institute of Strategy and International Business Teknillinen korkeakoulu Tuotantotalouden osasto Yritysstrategian ja kansainvalisen liiketoiminnan laboratorio Helsinki University of Technology Department of Industrial Engineering and Management 9500 FIN-02015 HUT Finland Phone 358 9 451 3651 Fax 358 9 451 3665 Internet http ISSN 1457-6929 ISBN 951-22-6685-7 Monikko Oy .