Spring, P.N.; Wansbeek, T.; Leeflang, P.S.H. - Faculteit Economie en Bedrijfskunde, Rijksuniversiteit … - 2000
Current modeling research in target marketing usually stresses the identification of profitable names for specific mailings. There is little recent research about the characteristics of typical direct mail (DM) customers. In this paper we determine the link between customers’ socio-demographic...