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Productive Mailing in Direct Marketing : Whom and When to Mail
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- 발행기관
- 한국생산성학회 바로가기
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- 간행물
- 생산성연구: 국제융합학술지 KCI 등재 바로가기
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- 통권
- 제27권 제3호 (2013.09)바로가기
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- 페이지
- pp.307-333
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A315735
※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.
원문정보
초록
- 영어
- Direct marketing activity has grown rapidly during the last decade. This growth has been spurred by firms’ ability to directly measure the customer response to their marketing contacts and thus target the most likely responding and high-spending customers. However, the typical response rate to direct mailings is still low, and many recipients consider unsolicited mails, such as catalogs, ‘junk mails.’ This study proposes a model that would enable the direct marketing firm to understand the customer’s response behavior, evaluate its current mailing policy, and modify its current policy concerning who and when to mail. The response likelihood and response timing models in the study enable the firm to understand the customer’s response behavior. Inclusion of the firm’s customer selection decision in the model enables the firm to evaluate the current mailing policy. By analyzing the firm’s current mailing policy along with the customer’s response behavior, the firm is able to modify and increase effectiveness of its mailing policy. An application of the model to a database of a non-profit organization(charity) provides an interesting story and managerial insights about the firm’s mailing policy for different types of mailings in light of the customer’s likelihood of response and response timing. This study shows that the average donation amount and the number of mail received since last purchase have significant impacts on firm’s customer selection and customer’s response pattern.
목차
Ⅰ. INTRODUCTION
Ⅱ. ISSUES IN CUSTOMER TARGETING
Ⅲ. MODELING FRAMEWORK
Ⅳ. EMPIRICAL APPLICATION
Ⅴ. CONCLUSION
Appendix
References
Abstract
키워드
Direct Marketing Customer Targeting Mailing timing Response Time Mailing Policy Endogeneity저자
간행물 정보
발행기관
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- 발행기관명
- 한국생산성학회 [Korea Productivity Association]
- 설립연도
- 1985
- 분야
- 사회과학>경제학
- 소개
- 본 학회는 생산성에 관련된 학술연구의 진흥과 회원상호간의 친목을 도모함을 목적으로 한다. 그리고 다음의 사항에 주력한다. - 생산성에 관련된 학술연구의 진흥 - 생산성 향상을 위한 산학연계의 확립 - 회원상호간의 친교 및 정보교환 강화
간행물
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- 간행물명
- 생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]
- 간기
- 격월간
- pISSN
- 1225-3553
- 수록기간
- 1987~2025
- 등재여부
- KCI 등재
- 십진분류
- KDC 325 DDC 330
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