search query: @indexterm DIRECT MAIL / total: 46
reference: 3 / 46
| Author: | Wulf, K. |
| Title: | The opening and reading behavior of business-to-business direct mail |
| Journal: | Industrial Marketing Management
2000 : MAR, VOL. 29:2, p. 133-146 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT DIRECT MAIL |
| Language: | eng |
| Abstract: | Companies who are able to optimize their target audience's opening and reading behavior of commercial business-to- business mailings realize two objectives at the same time: increase response rates of these mailings and lift the level of exposure of their company, its products, and/or services. However, little is known about the way in which managers open and read direct mail pieces that are received at their offices. This study investigates the antecedents of and relationships between direct mail opening, reading and response behavior in a business-to- business context. |
SCIMA