
International Direct Marketing
by Krafft, Manfred; Hesse, Jurgen; Hofling, Jurgen; Peters, Kay; Rinas, DianeRent Textbook
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Summary
Table of Contents
Expert statements on international direct marketing | p. XI |
The editors and authors | p. XXI |
Principles | |
Borderless direct marketing? | |
Status quo, trends and outlook | p. 3 |
Checklist for your international direct marketing | p. 41 |
Best practice | |
Introduction to Chapter 2 | p. 49 |
Global planning to pinpoint local targets | |
How DHL Global Mail introduced an integrated direct marketing campaign in 14 countries | p. 53 |
A successful departure from the beaten track | |
Inteligo identifies new prospects for its services in Poland | p. 67 |
International dialog for successful acquisition of new customers | p. 77 |
Segment-specific ethnomarketing | |
International direct marketing in domestic markets | p. 99 |
The HP HypeGallery | |
A carefully staged, event-oriented multimedia campaign | p. 115 |
Robinson lists for efficient direct marketing | p. 129 |
Marketing facts | |
Introduction to Chapter 3 | p. 155 |
International dialog marketing: Consumer trends | p. 157 |
Direct marketing - Data and facts from 24 countries | p. 181 |
Asia | |
China | p. 183 |
Hong Kong | p. 189 |
Japan | p. 195 |
Singapore | p. 201 |
Pacific / USA | |
Australia | p. 207 |
New Zealand | p. 213 |
USA | p. 219 |
Western Europe | |
Austria | p. 225 |
Belgium | p. 231 |
France | p. 237 |
Germany | p. 243 |
Great Britain | p. 249 |
Italy | p. 255 |
The Netherlands | p. 261 |
Spain | p. 267 |
Switzerland | p. 273 |
Scandinavia | |
Denmark | p. 279 |
Finland | p. 285 |
Norway | p. 291 |
Sweden | p. 297 |
Eastern Europe | |
Czech Republic | p. 303 |
Hungary | p. 309 |
Poland | p. 315 |
Slovakia | p. 321 |
Table of Contents provided by Ingram. All Rights Reserved. |
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