Evaluating Direct Marketing Campaigns: recent findings and future research topics
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|
|Publisher||Erasmus Research Institute of Management (ERIM)|
Jonker, J-J., Franses, Ph.H.B.F., & Piersma, N.. (2002). Evaluating Direct Marketing Campaigns: recent findings and future research topics (No. ERS-2002-26-MKT). Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/169