Evaluating Direct Marketing Campaigns: Recent Findings and Future Research Topics
46 Pages Posted: 20 Feb 2003
Date Written: 21 2002 2,
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 Classification: M, M31, C44
Suggested Citation: Suggested Citation