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

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Author Info

  • Hjalmarson, Hanna

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

  • Wahlund, Richard

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

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    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.

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    Bibliographic Info

    Paper provided by Stockholm School of Economics in its series Working Paper Series in Business Administration with number 1999:8.

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    Length: 26 pages
    Date of creation: 11 Oct 1999
    Date of revision:
    Handle: RePEc:hhb:hastba:1999_008

    Contact details of provider:
    Postal: The Economic Research Institute, Stockholm School of Economics, P.O. Box 6501, SE 113 83 Stockholm, Sweden
    Phone: +46-(0)8-736 90 00
    Fax: +46-(0)8-31 01 57
    Email:
    Web page: http://www.hhs.se/
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    Related research

    Keywords: Direct marketing; relationship marketing; production of DM; turn-over by DM; employment through DM;

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