IDEAS home Printed from https://ideas.repec.org/p/ems/eureri/169.html
   My bibliography  Save this paper

Evaluating Direct Marketing Campaigns: recent findings and future research topics

Author

Listed:
  • Jonker, J.-J.
  • Franses, Ph.H.B.F.
  • Piersma, N.

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.

Suggested Citation

  • Jonker, J.-J. & Franses, Ph.H.B.F. & Piersma, N., 2002. "Evaluating Direct Marketing Campaigns: recent findings and future research topics," ERIM Report Series Research in Management ERS-2002-26-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:169
    as

    Download full text from publisher

    File URL: https://repub.eur.nl/pub/169/erimrs20020222122355.pdf
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Todor Krastevich, 2013. "Using Predictive Modeling to Improve Direct Marketing Performance," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 25-55.

    More about this item

    Keywords

    direct marketing; evaluation; quantitative models; target selection;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ems:eureri:169. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: RePub (email available below). General contact details of provider: https://edirc.repec.org/data/erimanl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.