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The Economic Research Institute, Stockholm School of Economics SSE/EFI Working Paper Series in Business Administration

No 1999:8:
Direktmarknadsföring i Sverige - en studie av vad som produceras, i vilken omfattning och av hur många

Hanna Hjalmarson and Richard Wahlund ()

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; (follow links to similar papers)

JEL-Codes: C81; D24; L86; L99; M11; M31; M37; (follow links to similar papers)

26 pages, October 11, 1999

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