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

Author

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  • Hjalmarson, Hanna

    (Dept. of Business Administration, Stockholm School of Economics)

  • Wahlund, Richard

    (Dept. of Business Administration, 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.

Suggested Citation

  • Hjalmarson, Hanna & Wahlund, Richard, 1999. "Direktmarknadsföring i Sverige - en studie av vad som produceras, i vilken omfattning och av hur många," SSE/EFI Working Paper Series in Business Administration 1999:8, Stockholm School of Economics.
    • Handle: RePEc:hhb:hastba:1999_008
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    More about this item

    Keywords

    Direct marketing; relationship marketing; production of DM; turn-over by DM; employment through DM;
    All these keywords.

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • D24 - Microeconomics - - Production and Organizations - - - Production; Cost; Capital; Capital, Total Factor, and Multifactor Productivity; Capacity
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • L99 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Other
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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