Scandinavian Working Papers in Business Administration

SSE/EFI Working Paper Series in Business Administration,
Stockholm School of Economics

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

Hanna Hjalmarson and Richard Wahlund ()
Additional contact information
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

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

JEL-codes: C81; D24; L86; L99; M11; M31; M37

26 pages, October 11, 1999

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