Details

International Direct Marketing


International Direct Marketing

Principles, Best Practices, Marketing Facts

von: Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas

53,49 €

Verlag: Springer
Format: PDF
Veröffentl.: 14.10.2007
ISBN/EAN: 9783540396321
Sprache: englisch
Anzahl Seiten: 326

Dieses eBook enthält ein Wasserzeichen.

Beschreibungen

<P>This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.</P>
<P>Direct marketing is a fast-growing and dominant domestic marketing instrument in many countries. Direct marketing follows the path of the rapid advances of globalization: international direct marketing (IDM) is already a multi-billion dollar business and an attractive instrument for foreign market entry and international customer communication.</P>
<P>This book is the first to focus exclusively on IDM, combining state-of-the-art knowledge, best practice and unique data: The first part is a comprehensive, well-structured review, covering relevant sources ranging from academic journals to practitioner magazines. The second part consists of best practice examples of various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries in North America, Europe and Asia. The book provides the reader with a comprehensive and easy-to-understand guide to international direct marketing.</P>
<P>&nbsp;</P>
Principles.- Borderless direct marketing? Status quo, trends and outlook.- Checklist for your international direct marketing.- Best practice.- Global planning to pinpoint local targets.- A successful departure from the beaten track.- International dialog for successful acquisition of new customers.- Segment-specific ethnomarketing.- The HP HypeGallery.- Robinson lists for efficient direct marketing.- Marketing facts.- International dialog marketing: Consumer trends.- China.- Hong Kong.- Japan.- Singapore.- Australia.- New Zealand.- USA.- Austria.- Belgium.- France.- Germany.- Great Britain.- Italy.- The Netherlands.- Spain.- Switzerland.- Denmark.- Finland.- Norway.- Sweden.- Czech Republic.- Hungary.- Poland.- Slovakia.
<P>Direct marketing is a fast-growing and dominant domestic marketing instrument in many countries. Direct marketing follows the path of the rapid advances of globalization: international direct marketing (IDM) is already a multi-billion dollar business and an attractive instrument for foreign market entry and international customer communication.</P>
<P>This book is the first to focus exclusively on IDM, combining state-of-the-art knowledge, best practice and unique data: The first part is a comprehensive, well-structured review, covering relevant sources ranging from academic journals to practitioner magazines. The second part consists of best practice examples of various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries in North America, Europe and Asia. The book provides the reader with a comprehensive and easy-to-understand guide to international direct marketing.</P>
<P>Direct Marketing has now come of age...internationally. The authors define, illustrate and demonstrate that direct marketing can play on a level field with other forms of international and global marketing communication. Packed with relevant examples and illustrated with individual market data, this text is a "must have" for every CMO focused in growing the business outside the home market. </P>
<P><EM>Don E. Schultz, Professor of Integrated Marketing Communication, Northwestern University</EM></P>
<P>Every marketer intending to cross borders or expand globally should have this book, even if you are already an "old hand" at entering new markets. Astute cultural notes, pertinent and contemporary case studies and solid statistics for individual countries combine to make this an invaluable resource that is truly without precedent.</P>
<P></P>
<P><EM>Dr. Ramesh A. Lakshmi-Ratan, Executive Vice President and Chief Operation Officer of the DMA</EM></P>
<P></P>
<p>Comprehensive and easy-to-understand guide to international direct marketing (IDM)</p><p>Unique mix of academic review, best-practice cases on international direct marketing and advanced professional information on IDM in selected countries around the world</p><p>Including the first-rate IDM database of DHL Global Mail</p><p>Includes supplementary material: sn.pub/extras</p>
<P>Direct marketing is a fast growing and dominant domestic marketing instrument in many countries. International direct marketing (IDM) is already a multi-billion dollar business. This book is the first to focus exclusively on IDM, integrating state-of-the-art knowledge, best practice and unique data. It offers a unique mix of academic review, best-practice cases on IDM and advanced professional information on IDM in selected countries around the world, including the first-rate IDM database of DHL Global Mail. With this book, the reader gets a comprehensive and easy-to-understand guide to international direct marketing.</P>

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