Quantitative approaches for profit maximization in direct marketing

H.R. van der Scheer

Research output: ThesisThesis fully internal (DIV)

4220 Downloads (Pure)

Abstract

An effective direct marketing campaign aims at selecting those targets, offer and communication elements - at the right time - that maximize the net profits. The list of individuals to be mailed, i.e. the targets, is considered to be the most important component. Therefore, a large amount of direct marketing research focuses on target selection techniques. In the recent literature some papers have been published on improving the communication elements. The objective of the thesis is to propose several modifications to existing methods and to introduce new approaches in order to improve the effectiveness, and hence the net profits, of addressed direct mailing campaigns.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • University of Groningen
Supervisors/Advisors
  • Wansbeek, T.J., Supervisor, External person
  • Leeflang, Peter, Supervisor
Award date8-Jan-1998
Publisher
Publication statusPublished - 1998

Keywords

  • Proefschriften (vorm)
  • Kwantitatieve methoden
  • Direct marketing
  • 85.40

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