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Intuit: QuickBooks Upgrade

Publication date: 20 January 2017

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Abstract

This case describes an innovative response-modeling project at INTUIT. The case can help students understand the basics of (and the issues surrounding) response modeling, an important tactic in data-base marketing.

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Citation

Pfeifer, P.E. (2017), "Intuit: QuickBooks Upgrade", . https://doi.org/10.1108/case.darden.2016.000167

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University of Virginia Darden School Foundation

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Intuit: QuickBooks Upgrade

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