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Test market Studies for Email Marketing : An Alpine Hotel Case Study
- Czemik, Thorsten (author)
-
- Fuchs, Matthias (author)
- Mittuniversitetet,Institutionen för samhällsvetenskap (-2013),ETOUR
- (creator_code:org_t)
- Zagreb : Faculty of Economics & Business, University of Zagreb, 2008
- 2008
- English.
- In: 4th Int. Conference: An Eterprise Odyssey: Tourism, Governance, and Entrepreneurship, University of Zagreb, Faculty of Economics, June, 2008. - Zagreb : Faculty of Economics & Business, University of Zagreb. - 953602523X ; , s. 1414-1425
- Conference paper (peer-reviewed)
Abstract
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- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Keyword
- Business and economics
- Ekonomi
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- ref (subject category)
- kon (subject category)
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