Intuit: QuickBooks Upgrade

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


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.



Pfeifer, P. (2017), "Intuit: QuickBooks Upgrade", Darden Business Publishing Cases.

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University of Virginia Darden School Foundation

Copyright © 1996 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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