Evaluating Direct Marketing Campaigns: recent findings and future research topics

This paper contains a survey of the recent literature on the evaluation of direct marketing campaigns. We give an outline of the various stages included in such a campaign. Next, we review the statistical methods most frequently used and we review the general findings from using these methods.

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Year of publication:	2002-02-21
Authors:	Franses, Philip Hans ; Jonker, J-J. ; Piersma, N.
Institutions:	Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam
Subject:	direct marketing \| evaluation \| quantitative models \| target selection

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Extent:	application/pdf
Series:	ERIM Report Series Research in Management. - ISSN 1566-5283.
Type of publication:	Book / Working Paper
Notes:	The text is part of a series RePEc:ems:eureri Number ERS-2002-26-MKT
Classification:	C44 - Statistical Decision Theory; Operations Research ; M - Business Administration and Business Economics; Marketing; Accounting ; M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010731307