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1. Data sleuthing: common-sense detective work can make overlay demographics more effective

Author

Hausfater, Glenn and Weiboldt, Anne

Subjects
Demography -- Economic aspects, Direct marketing -- Demographic aspects, Target marketing -- Demographic aspects, List brokers -- Management, Advertising, marketing and public relations, Business
Abstract

The case of the missing responders an aggressive financial services promoter mailed 2 million names selected from a vendor's 100 million-name file on the basis of overlay demographics. The mailing [...]

Published
1991

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