International Direct Marketing

by ; ; ; ;
Format: Hardcover
Pub. Date: 2007-11-03
Publisher(s): Springer Verlag
List Price: $79.99

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Summary

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. 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.

Table of Contents

Expert statements on international direct marketingp. XI
The editors and authorsp. XXI
Principles
Borderless direct marketing?
Status quo, trends and outlookp. 3
Checklist for your international direct marketingp. 41
Best practice
Introduction to Chapter 2p. 49
Global planning to pinpoint local targets
How DHL Global Mail introduced an integrated direct marketing campaign in 14 countriesp. 53
A successful departure from the beaten track
Inteligo identifies new prospects for its services in Polandp. 67
International dialog for successful acquisition of new customersp. 77
Segment-specific ethnomarketing
International direct marketing in domestic marketsp. 99
The HP HypeGallery
A carefully staged, event-oriented multimedia campaignp. 115
Robinson lists for efficient direct marketingp. 129
Marketing facts
Introduction to Chapter 3p. 155
International dialog marketing: Consumer trendsp. 157
Direct marketing - Data and facts from 24 countriesp. 181
Asia
Chinap. 183
Hong Kongp. 189
Japanp. 195
Singaporep. 201
Pacific / USA
Australiap. 207
New Zealandp. 213
USAp. 219
Western Europe
Austriap. 225
Belgiump. 231
Francep. 237
Germanyp. 243
Great Britainp. 249
Italyp. 255
The Netherlandsp. 261
Spainp. 267
Switzerlandp. 273
Scandinavia
Denmarkp. 279
Finlandp. 285
Norwayp. 291
Swedenp. 297
Eastern Europe
Czech Republicp. 303
Hungaryp. 309
Polandp. 315
Slovakiap. 321
Table of Contents provided by Ingram. All Rights Reserved.

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