Insights on "Selecting, evaluating, and updating prospects in direct mail marketing," by Vithala Rao and Joel Steckel

Journal of Interactive Marketing

Volumn 11, Issue 3, 1997, Pages 8-13

  Ehrman, Chaim M ^a   Funk, Gerald M ^b  

^a TEMPLE UNIVERSITY   (United States)

^b LOYOLA UNIVERSITY CHICAGO   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 1842632095     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1002/(SICI)1522-7138(199722)11:33.0.CO;2-U     Document Type: Article

References (10)

1. Brown, Herbert E. (1990), "Letters," Journal of Direct Marketing, 4, 2, 31.
2. Cook, Thomas D. and Campbell, Donald T. (1979), Quasi-experimentation, New York: Rand McNally.
3. Ehrman, Chaim M. (1988), "Bayesian Statistics for Direct Marketers," Journal of Direct Marketing, 2, 1, 43-48.
4. Ehrman, Chaim M. (1990), "Correcting for 'Regression to the Mean' in List Selection Decisions," Journal of Direct Marketing, 4, 2, 21-30.
5. Ehrman, Chaim M., and Miescke, Klaus J. (1989), "Structure Decision Rules for Ranking and Selecting Mailing Lists and Creative Packages for Direct Marketing," Journal of Direct Marketing, 3,1, 47-59.
6. Hamby, Alonzo, "Truman VS. Dewey: The 1948 Election," The Wilson Quarterly, 49-78.
7. Johnson, Norman L. and Kotz, Samuel (1973), Multivariate Continuous Distributions, Vol. 3, New York: John Wiley and Sons.
8. Magidson, Jay (1990), "On Regression to the Mean Phenomenon," Journal of Direct Marketing, 4, 2, 31-34
9. Rao, Vithala, and Steckel, Joel (1995), "Selecting, Evaluating and Updating Prospects in Direct Mail Marketing," Journal of Direct Marketing, 9, 2, 20-31
10. Shepard, David (1990), "Letters," Journal of Direct Marketing, 4, 2, 34.