Target selection for direct marketing.

Jan Roelf Bult

Research output: ThesisThesis fully internal (DIV)

152 Downloads (Pure)

Abstract

In this thesis we concentrated on the use ol direct mail for targeting potential buyers. The major characteristics that influences the success of a plomotional direct mail campaign are the of-fbr,the communication elements, the timing or sequence of these communication elements, and the list of customers to be targeted. Of these characteristics, the list is considered to be the most important one in order to stimulate the response to an offer. When the message does not reach the proper targets, it has little chance of being ef'fective.Therefore, we did consider the process of selecting those individuals whose probabiliry of response to the mailing is sufficiently high.... Zie: Chapter 7
Original languageEnglish
QualificationDoctor of Philosophy
Supervisors/Advisors
  • Leeflang, Peter, Supervisor
  • Wansbeek, Thomas, Supervisor
Publisher
Publication statusPublished - 1993

Keywords

  • Proefschriften (vorm)
  • Direct marketing
  • 8marketing

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