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| Author: | Barth, W. Trede, M. |
| Title: | Kontrollgruppeneinflüsse im Direktmarketing |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1998 : HEFT 2, p. 91-97 |
| Index terms: | DIRECT SELLING CUSTOMERS MARKET SEGMENTATION PRODUCTS |
| Language: | ger |
| Abstract: | Traditional segmentation methods are only applicable for direct marketing if there are no other means of buying the product available to the customer. However, basic products' suppliers, such as banks, usually have many ways of contacting the buyers. In the case, the segmentation methods ought to aim to identify tho buyers who would not have bought the product without direct marketing. This paper presents a new test of homogeneity of net response rates. A brief case study of bank marketing highlights the practical relevance of the approach. |
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