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Calculating the regression-to-the-mean effect: A comparative analysis 计算回归均值效应:一种比较分析
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199623)10:4<29::AID-DIR3>3.0.CO;2-Z
Nissan Levin , Jacob Zahavi
{"title":"Calculating the regression-to-the-mean effect: A comparative analysis","authors":"Nissan Levin ,&nbsp;Jacob Zahavi","doi":"10.1002/(SICI)1522-7138(199623)10:4<29::AID-DIR3>3.0.CO;2-Z","DOIUrl":"10.1002/(SICI)1522-7138(199623)10:4<29::AID-DIR3>3.0.CO;2-Z","url":null,"abstract":"<div><p>Various methods are compared to calculate the regression-to-the-mean (RTM) effect in segmentation analysis, based on the results of a test mailing, distinguishing between the case of no-prior, non-parametric, and parametric knowledge on the distribution of the response rates of segments across the list. The advantages and disadvantages of each method and its implication for decision making are discussed.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages 29-40"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199623)10:4<29::AID-DIR3>3.0.CO;2-Z","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725524","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
Challenges and pitfalls for direct mail across borders: The European example 跨境直邮的挑战和陷阱:以欧洲为例
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199622)10:3<48::AID-DIR4>3.0.CO;2-Y
Pierre Desmet , Dominique Xardel
{"title":"Challenges and pitfalls for direct mail across borders: The European example","authors":"Pierre Desmet ,&nbsp;Dominique Xardel","doi":"10.1002/(SICI)1522-7138(199622)10:3<48::AID-DIR4>3.0.CO;2-Y","DOIUrl":"10.1002/(SICI)1522-7138(199622)10:3<48::AID-DIR4>3.0.CO;2-Y","url":null,"abstract":"<div><p>Mail order companies continue their development in Europe, often operating simultaneously in different countries. Both globalization efforts and liberalization from public monopolies can be observed. Logistics and cross-border organizations play a key role, as does consideration of market specifics for each country.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 3","pages":"Pages 48-60"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199622)10:3<48::AID-DIR4>3.0.CO;2-Y","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725549","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Segment selection by relationship strength 根据关系强度选择分段
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199622)10:3<69::AID-DIR6>3.0.CO;2-W
Jos M.C. Schijns , Gaby J. Schröder
{"title":"Segment selection by relationship strength","authors":"Jos M.C. Schijns ,&nbsp;Gaby J. Schröder","doi":"10.1002/(SICI)1522-7138(199622)10:3<69::AID-DIR6>3.0.CO;2-W","DOIUrl":"10.1002/(SICI)1522-7138(199622)10:3<69::AID-DIR6>3.0.CO;2-W","url":null,"abstract":"<div><p>Relationship management is becoming more important in direct marketing. Measuring the strength of relationships is important, since relationship strength can be used as a segmentation variable. However, in measuring relationship strength, usually one or more behavioral indicators are used (e.g., the R/F/M formula), so that these indicators measure <em>customer quality instead of relationship quality</em>, which is mainly determined by customer perceptions. This paper shows some preliminary results of a relationship audit, which is dependent on customer attitudes towards the relationship.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 3","pages":"Pages 69-79"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199622)10:3<69::AID-DIR6>3.0.CO;2-W","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725745","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 44
The convenience of catalog shopping: Is there more to it than time? 目录购物的便利性:除了时间，还有更多的东西吗?
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199623)10:4<19::AID-DIR2>3.0.CO;2-#
Kenneth C. Gehrt , Laura J. Yale PhD , Diana A. Lawson PhD
{"title":"The convenience of catalog shopping: Is there more to it than time?","authors":"Kenneth C. Gehrt ,&nbsp;Laura J. Yale PhD ,&nbsp;Diana A. Lawson PhD","doi":"10.1002/(SICI)1522-7138(199623)10:4<19::AID-DIR2>3.0.CO;2-#","DOIUrl":"10.1002/(SICI)1522-7138(199623)10:4<19::AID-DIR2>3.0.CO;2-#","url":null,"abstract":"<div><p>There is little doubt that one of the important motivations behind direct marketing patronage is convenience. Convenience has traditionally been conceptualized as a time-dominated phenomenon, yet much of the research that attempts to link demographic surrogates of time-constrained individuals/households with direct marketing patronage has shown only weak relationships. This paper reexamines the nature of convenience in the context of direct marketing patronage behavior. It reveals that an important oversight regarding convenience is that it consists not only of a time dimension, but also of space and effort dimensions. The qualitative data on which the study is based provide user-friendly data that offer rather literal suggestions as to how the convenience concerns of catalog patrons can be addressed.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages 19-28"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199623)10:4<19::AID-DIR2>3.0.CO;2-#","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725891","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 76
International direct marketing on the internet: Do internet users form a global segment? 互联网上的国际直销:互联网用户是否形成了一个全球细分市场?
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199624)10:1<45::AID-DIR4>3.0.CO;2-#
Raj Mehta , Rajdeep Grewal , Eugene Sivadas
{"title":"International direct marketing on the internet: Do internet users form a global segment?","authors":"Raj Mehta ,&nbsp;Rajdeep Grewal ,&nbsp;Eugene Sivadas","doi":"10.1002/(SICI)1522-7138(199624)10:1<45::AID-DIR4>3.0.CO;2-#","DOIUrl":"10.1002/(SICI)1522-7138(199624)10:1<45::AID-DIR4>3.0.CO;2-#","url":null,"abstract":"<div><p>Much of the international marketing literature has focused on issues relevant to large multinational corporations. Many of these results are not useful to direct marketers. The international marketing literature has also ignored the implications of information technology (IT) for international marketing practice. In this article, we suggest that IT can be used to identify a global segment to which goods and services can be marketed direct. We demonstrate that this global segment meets all criteria for an effective segment: accessible, measurable, substantial, differentiable, and actionable.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 1","pages":"Pages 45-58"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199624)10:1<45::AID-DIR4>3.0.CO;2-#","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50726258","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 23
The Guest Editor's comments 客座编辑的评论
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100102
Syed H. Akhter
{"title":"The Guest Editor's comments","authors":"Syed H. Akhter","doi":"10.1002/dir.4000100102","DOIUrl":"10.1002/dir.4000100102","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 1","pages":"Pages 2-3"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100102","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72184483","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
From the Practitioners 从业员
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100402
Jim Kobs
{"title":"From the Practitioners","authors":"Jim Kobs","doi":"10.1002/dir.4000100402","DOIUrl":"10.1002/dir.4000100402","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 4","pages":"Pages 2-4"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100402","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72170606","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Report Card - DMEF's Annual Report 报告卡- DMEF的年度报告
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/dir.4000100205
{"title":"Report Card - DMEF's Annual Report","authors":"","doi":"10.1002/dir.4000100205","DOIUrl":"10.1002/dir.4000100205","url":null,"abstract":"","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Pages 73-76"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/dir.4000100205","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"51543018","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Information overload, decreasing marginal responsiveness, and the estimation of nonmonotonic relationships in direct marketing 信息过载、边际响应性下降与直销中非单调关系的估计
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199621)10:2<7::AID-DIR1>3.0.CO;2-W
Yoav Ganzach , Pinchas Ben-or
{"title":"Information overload, decreasing marginal responsiveness, and the estimation of nonmonotonic relationships in direct marketing","authors":"Yoav Ganzach ,&nbsp;Pinchas Ben-or","doi":"10.1002/(SICI)1522-7138(199621)10:2<7::AID-DIR1>3.0.CO;2-W","DOIUrl":"10.1002/(SICI)1522-7138(199621)10:2<7::AID-DIR1>3.0.CO;2-W","url":null,"abstract":"<div><p>The paper examines the Eastlick, Feinberg, and Trappey (1) study concerning the relationship between the number of catalogs received by consumers and their purchases by direct mail. We question the validity of their conclusion that there is a nonmonotonic inverse U-shaped relationship between these two variables, and their explanation that this relationship is associated with information overload. We suggest a parsimonious explanation which attributes the results to decreasing marginal responsiveness to direct mail offers.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 2","pages":"Pages 7-9"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199621)10:2<7::AID-DIR1>3.0.CO;2-W","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725265","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
An exploratory study of bingo card use in consumer magazines 消费者杂志中宾果牌使用的探索性研究
Journal of Direct Marketing Pub Date : 1996-01-01 DOI: 10.1002/(SICI)1522-7138(199622)10:3<61::AID-DIR5>3.0.CO;2-W
David C. Carlson , Karen A. Loveland
{"title":"An exploratory study of bingo card use in consumer magazines","authors":"David C. Carlson ,&nbsp;Karen A. Loveland","doi":"10.1002/(SICI)1522-7138(199622)10:3<61::AID-DIR5>3.0.CO;2-W","DOIUrl":"10.1002/(SICI)1522-7138(199622)10:3<61::AID-DIR5>3.0.CO;2-W","url":null,"abstract":"<div><p>Reader information service cards (“bingo cards”) have been used by magazines as a positive sales tool and by advertisers to generate large numbers of prospects. A study was conducted in four stages to determine the frequency of bingo card use among consumer magazines, fulfillment performance related to information requests, and policies and opinions of advertisers and magazines regarding bingo cards. Less than 8% of all consumer magazines include bingo cards. Advertisers’ response to requests for information via bingo cards tends to be very slow, if they respond at all. Yet survey results indicate that both magazines and advertisers tend to view bingo cards quite positively.</p></div>","PeriodicalId":100774,"journal":{"name":"Journal of Direct Marketing","volume":"10 3","pages":"Pages 61-68"},"PeriodicalIF":0.0,"publicationDate":"1996-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1002/(SICI)1522-7138(199622)10:3<61::AID-DIR5>3.0.CO;2-W","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50725640","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
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