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Test market Studies for Email Marketing: An Alpine Hotel Case Study
Mid Sweden University, Faculty of Human Sciences, Department of Social Sciences. (ETOUR)ORCID iD: 0000-0003-3964-2716
2008 (English)In: 4th Int. Conference: An Eterprise Odyssey: Tourism, Governance, and Entrepreneurship, University of Zagreb, Faculty of Economics, June, 2008 / [ed] Galetić, Lovorka & Čavlek, Nevenka, Zagreb: Faculty of Economics & Business, University of Zagreb , 2008, p. 1414-1425Conference paper, Published paper (Refereed)
Abstract [en]

The goal of the paper is to optimize the design of Email-Marketing campaigns for hotel companies on the base of a test market approach. For this aim first, a fractional-factorial design is employed to reduce the amount of test variables related to different versions of Email campaigns. Secondly, based on the Email Marketing Response Model proposed by Rettie and Chittenden (2002) a logistic regression is performed to identify the influence of the proposed variables on the click-through rate. Finally, the obtained results and further research questions are discussed.

Place, publisher, year, edition, pages
Zagreb: Faculty of Economics & Business, University of Zagreb , 2008. p. 1414-1425
Series
An Enterprise Odyssey
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:miun:diva-9477ISBN: 953-6025-23-X (print)OAI: oai:DiVA.org:miun-9477DiVA, id: diva2:228268
Conference
An Enterprise Odyssey: Tourism - Governance and Entrepreneurship
Available from: 2009-07-28 Created: 2009-07-28 Last updated: 2016-11-23Bibliographically approved

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Fuchs, Matthias

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Citation style
  • apa
  • ieee
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  • de-DE
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  • fi-FI
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  • Other locale
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  • asciidoc
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