search query: @indexterm Household economics / total: 243
reference: 115 / 243
| Author: | Roelf Bult, J. Wansbeek, T. |
| Title: | Optimal selection for direct mail |
| Journal: | Marketing Science
1995 : VOL. 14:4, p. 378-394 |
| Index terms: | DIRECT MAIL HOUSEHOLD ECONOMICS PROFIT |
| Language: | eng |
| Abstract: | Direct marketing (mail) is a growing area of marketing practice, yet the academic journals contain very little research on this topic. The most important issue for direct marketers is how to sample targets from a population for a direct mail campaign. Although some selection methods are described in the literature, there seems to be not a single paper discussing the analytical and statistical aspects involved. The objective of this paper is to introduce a comprehensive methodology for the selection of targets from a mailing list for direct mail. |
SCIMA