Abstract

  
 

References (83)



 


 



Evaluating Direct Marketing Campaigns: Recent Findings and Future Research Topics


Jedid-Jah Jonker


Social and Cultural Planning Office

Philip Hans Franses


Erasmus University Rotterdam (EUR) - Department of Econometrics

Nanda Piersma


Amsterdam School of Business - Academy for Economic Studies
21 2002 2,

ERIM Report Series Reference No. ERS-2002-26-MKT

Abstract:     
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.

Number of Pages in PDF File: 46

Keywords: direct marketing, evaluation, quantitative models, target selection

JEL Classification: M, M31, C44

working papers series


Download This Paper

Date posted: February 20, 2003  

Suggested Citation

Jonker, Jedid-Jah, Franses, Philip Hans and Piersma, Nanda, Evaluating Direct Marketing Campaigns: Recent Findings and Future Research Topics (21 2002 2,). ERIM Report Series Reference No. ERS-2002-26-MKT. Available at SSRN: http://ssrn.com/abstract=370963

Contact Information

Jedid-Jah Jonker
Social and Cultural Planning Office ( email )
PO Box 16164
NL-2500 BD The Hague
Netherlands
Philip Hans Franses (Contact Author)
Erasmus University Rotterdam (EUR) - Department of Econometrics ( email )
P.O. Box 1738
3000 DR Rotterdam
Netherlands
+31 10 408 1278 (Phone)
+31 10 408 9162 (Fax)
Nanda Piersma
Amsterdam School of Business - Academy for Economic Studies ( email )
PO BOX 295
1000 AG Amsterdam
Netherlands
+31 20 5236434 (Phone)
+31 20 5236459 (Fax)
Feedback to SSRN (Beta)


Paper statistics
Abstract Views: 3,607
Downloads: 1,074
Download Rank: 8,243
References:  83

© 2013 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright
This page was processed by apollo3 in 0.454 seconds