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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, 02 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.
Keywords: direct marketing, evaluation, quantitative models, target selection JEL Classifications: M, M31, C44 Working Paper SeriesDate posted: February 20, 2003 ; Last revised: November 07, 2009Suggested CitationContact Information
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