Template-Type: ReDIF-Paper 1.0
Author-Name: Jonker, J.-J.
Author-Name-Last: Jonker
Author-Name-First: Jedid-Jah
Author-Name: Franses, Ph.H.B.F.
Author-Name-Last: Franses
Author-Name-First: Philip Hans
Author-Person: pfr226
Author-Name: Piersma, N.
Author-Name-Last: Piersma
Author-Name-First: Nanda
Title: Evaluating Direct Marketing Campaigns: recent findings and future research topics
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.
Creation-Date: 2002-02-21
File-URL: https://repub.eur.nl/pub/169/erimrs20020222122355.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2002-26-MKT
Classification-JEL: C44, M, M31
Keywords: direct marketing, evaluation, quantitative models, target selection
Handle: RePEc:ems:eureri:169