Direktmarknadsföring i Sverige - en studie av vad som produceras, i vilken omfattning och av hur många

Hanna Hjalmarson and Richard Wahlund ()
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Hanna Hjalmarson: Dept. of Business Administration, Stockholm School of Economics, Postal: P.O. Box 6501, S-113 83 Stockholm, Sweden
Richard Wahlund: Dept. of Business Administration, Stockholm School of Economics, Postal: P.O. Box 6501, S-113 83 Stockholm, Sweden

No 1999:8, SSE/EFI Working Paper Series in Business Administration from Stockholm School of Economics

Abstract: The paper reports a study in which the turnover and employment generated by the production of Direct Marketing in Sweden is measured. What is generated by the use of Direct Marketing is not reported. First, a basis for defining Direct Marketing is presented, based on purpose with the marketing activity, type of response (direct or indirect) and type of media (direct or mass). The turnover generated by production of Direct Marketing was estimated to SEK 38.7 billions, and the number of employees to 67,700.

Keywords: Direct marketing; relationship marketing; production of DM; turn-over by DM; employment through DM (search for similar items in EconPapers)
JEL-codes: C81 D24 L86 L99 M11 M31 M37 (search for similar items in EconPapers)
Pages: 26 pages
Date: 1999-10-11
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