Browsing BI Open by Author "Feld, Sebastian"

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    • The effects of mailing design characteristics on direct mail campaign performance 

      Feld, Sebastian; Frenzen, Heiko; Krafft, Manfred; Peters, Kay; Verhoef, Peter C. (Journal article; Peer reviewed, 2013)
      Designing effective direct mail pieces is considered a key success factor in direct marketing. However, related published empirical research is scarce while design recommendations are manifold and often conflicting. Compared ...