Evaluating Direct Marketing Campaigns: Recent Findings and Future Research Topics
Social and Cultural Planning Office
Philip Hans Franses
Erasmus University Rotterdam (EUR) - Department of Econometrics
Amsterdam School of Business - Academy for Economic Studies
21 2002 2,
ERIM Report Series Reference No. ERS-2002-26-MKT
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, C44working papers series
Date posted: February 20, 2003
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