Real-time evaluation of e-mail campaign performance

Bonfrer, Andre and Drèze, Xavier 2009, Real-time evaluation of e-mail campaign performance, Marketing science, vol. 28, no. 2, pp. 251-263, doi: 10.1287/mksc.1080.0393.

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Title Real-time evaluation of e-mail campaign performance
Author(s) Bonfrer, AndreORCID iD for Bonfrer, Andre orcid.org/0000-0002-3061-7103
Drèze, Xavier
Journal name Marketing science
Volume number 28
Issue number 2
Start page 251
End page 263
Total pages 13
Publisher The Institute of Management Sciences and the Operations Research Society of America
Place of publication Providence, R.I.
Publication date 2009-03
ISSN 0732-2399
1526-548X
Keyword(s) database marketing
e-mail
pretesting
advertising campaigns
Language eng
DOI 10.1287/mksc.1080.0393
Field of Research 1505 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2009, INFORMS
Persistent URL http://hdl.handle.net/10536/DRO/DU:30108533

Document type: Journal Article
Collection: Department of Marketing
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