| Abstract: | The basic thrust of this paper deals with the mechanics of implementing a management information system to obtain marketing feedback for management decision making. It organizes the specific variables involved and welds them into a meaningful model plan which allows the marketing manager or his assistants to intelligently determine the results of their efforts on regular and experimental mailings. This model hopefully obviates the possibility of confusing cause and effect which seems to be one of the most common errors that occurs in direct response today. |
