In response to Ansell, Harrison and Archibald on survival analysis and lifestyle segmentation

Abstract

Purpose

The purpose of this paper is to provide a response to an article in Marketing Intelligence & Planning, Vol. 25 No. 4.

Design/methodology/approach

This is a commentary piece.

Findings

The paper finds that certain aspects of the practical application of a statistical model may need to be reconsidered. Marketing planners should take this discussion into account before applying the model in the same way.

Originality/value

Despite the questions raised, the original article and this commentary together provide the impetus for further research studies, potentially leading to a fruitful approach to the planning of “cross‐selling” initiatives.

Citation

Lindgreen, A. and Frederiksen, P. (2007), "In response to Ansell, Harrison and Archibald on survival analysis and lifestyle segmentation", Marketing Intelligence & Planning, Vol. 25 No. 5, pp. 417-420. https://doi.org/10.1108/02634500710774914