Vriens, Marco; van der Scheer, Hiek R.; Hoekstra, Janny C. - In: European Journal of Marketing 32 (1998) 3/4, pp. 323-339
Given the growing number of firms that use direct mail, it is important to develop methods to improve response rates. Better selection methods are useful for this improvement; determining the important characteristics of the mailing and constructing an optimal design is another way to improve...