Evaluating Direct Marketing Campaigns: recent findings and future research topics

Autor:	Jonker, J-J., Franses, Ph.H.B.F., Piersma, N.
Rok vydání:	2002
Předmět:	jel:M jel:M31 direct marketing evaluation quantitative models target selection jel:C44
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=od_______645::43a7edf46360d0221a6f273d0f758e36 https://repub.eur.nl/pub/169/erimrs20020222122355.pdf Zobrazit plný text záznamu