Description: This is the third and final installment of an article about using microeconomics and the concepts of embedded value to better manage and understand the profitability of direct marketing programs. The article illustrates how traditional asset share calculations are not appropriate in this case.

Description: From a panel discussion session at the Spring regional meeting of the Society of Actuaries held in Atlanta, Georgia, May 24-25, 1999 Panelists discuss two of the measurements actuaries are using to evaluate direct response products: customer lifetime value and embedded values.

Description: You’ve Sent Mail by Robert E. Winawer from NewsDirect Newsletter, January 2002, Issue No. 39. A short article about direct response marketing.

Description: Essay of using microeconomics and Embedded Value concepts to evaluate direct marketing programs.

Description: This is the second installment of an article about using microeconomics and the concepts of embedded value to better manage and understand the profitability of direct marketing programs.

Description: This article is a short summary of an essay on using microeconomics and Embedded Value concepts in evaluating direct marketing programs.