In this paper we consider a recently developed non parametric econometric method which is ideally suited to a wide range of marketing applications. We demonstrate the usefulness of this method via an application to direct marketing using data obtained from the Direct Marketing Association. Using...

One of the most important issues facing a firm involved in direct marketing is the selection of addresses from a mailing list. When the parameters of the model describing consumers' reaction to a mailing are known, addresses for a future mailing can be selected in a profit-maximizing way....