The influence of a firm’s cause-related marketing efforts on sales representative attitudes and behavioral performance is investigated. Results from a field study indicate that the influence of a representative’s construed customer attitude toward the cause campaign on selling behavioral...

Direct marketing is one of the most effective marketing methods with an aim to maximize the customer's lifetime value. Many cost-sensitive learning methods which identify valuable customers to maximize expected profit have been proposed. However, current cost-sensitive methods for profit...

Konstitutive Merkmale des Dialogmarketing -- Notwendigkeit und Erfolgsfaktoren einer Kampagnensteuerung -- Einflussfaktoren auf den Erfolg des ,Targeting‘ -- Prognose der im Dialogmarketing zu generierenden Verkäufe und Umsätze.