@article{5615,
  author       = {Schröder, Nadine and Hruschka, Harald},
  issn         = {1614-631X},
  journal      = {Journal für Betriebswirtschaft},
  number       = {3-4},
  pages        = {261--308},
  publisher    = {Springer Science and Business Media LLC},
  title        = {{Response measurement and optimization of direct mailings}},
  doi          = {10.1007/s11301-012-0088-3},
  volume       = {62},
  year         = {2012},
}