Low Response and Purchase Rates in the Automotive Industry
Dealing with typical problems in direct marketing campaigns
Wendy GerstenAnalytical Customer Relationship Management, DaimlerChrysler Research, Germany
Johannes RuhlandBusiness Computing, Friedrich-Schiller-University of Jena, Germany
DIRECT MARKETING AS THE KEY TO THE CUSTOMER
Over the last few years, the use of direct marketing campaigns to solicit potential customers through individual and personalized communications has soared (Belz 1997; DMA 2002). This is due to rising costs for sales representatives, decreasing efficiency of impersonal mass marketing and the resulting need to establish relationships to (potential) customers (Holland/Heeg 1998; Dallmer 1997). The efficiency of...