Presenting an analytical framework for performance indicators of the direct mail marketing communication channel in the context of a retail bank

Kompier, Edwin (2009) Presenting an analytical framework for performance indicators of the direct mail marketing communication channel in the context of a retail bank.

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Abstract:For the finishing of my study Business Administration I have done research at the department Mail of the company ING. Mail supports work related at sales and service activities. A number of these services support Mail also to the customers of the other divisions within ING Retail. Mail answers all written, not-standard, customer questions and remarks, and deals with questions that cannot be answered immediately by telephone or e-mail. Mail develop sales actions, and support outbound mail. This concerns for example physical mail. The research is carried out in the context of the performance indicators of a direct mail communication channel. The high investments of direct mail marketing communication are becoming a main concern of retail banks which increases the need for an effective way of evaluating the value of physical mail within organization.
Item Type:Essay (Master)
Clients:
ING
ING
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/60086
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