Handbook of International Direct Marketing

Overview

Although direct mail is the fastest growing marketing medium in the world, it is still largely organized on a national basis and remains confined by borders. To support and inform marketing professionals in the development of direct marketing into an international activity, the fourth edition of this title offers a comprehensive 'one-stop' guide to the direct mail potential of every major export market in the world. It provides authoritative, independent advice on how to formulate and execute effective campaigns,...

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Overview

Although direct mail is the fastest growing marketing medium in the world, it is still largely organized on a national basis and remains confined by borders. To support and inform marketing professionals in the development of direct marketing into an international activity, the fourth edition of this title offers a comprehensive 'one-stop' guide to the direct mail potential of every major export market in the world. It provides authoritative, independent advice on how to formulate and execute effective campaigns, along with detailed information on markets, costs and data relevant to businesses based in any country.

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Editorial Reviews

Booknews
A directory for those in marketing. Part I contains essays from a November 1998 meeting, on areas such as regulation of direct marketing, finding new products and markets for infomercials, the experience of direct marketers in Hungary, and a new framework for postal services. Part II is a country-by-country directory organized by region. Country chapters overview direct marketing facilities, agencies, telemarketing, market research, and payment systems, and discuss legislation, consumer protection, and postal services. Contact information is given for providers of direct marketing services in each country, with providers also listed by product/services categories. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780749425456
  • Publisher: Kogan Page, Ltd.
  • Publication date: 4/28/1999
  • Edition description: 4TH
  • Edition number: 1
  • Pages: 640
  • Product dimensions: 6.75 (w) x 9.43 (h) x 1.58 (d)

Table of Contents

Introduction
Pt. 1 International Direct Marketing: Planning advice and key topics from the FEDMA Council Day (November 1998)
1 Speaking the Language of International Direct Marketing 1
2 The Regulation of Direct Marketing 6
3 A New Framework for Postal Services 13
4 Managing Customer Relationships: The Third Millennium's Challenge 17
5 Pan-European Call Centre Solutions 24
6 Finding New Products and Markets for Infomercials 29
7 Learning the Hard Way: The Experience of Direct Marketers in Hungary 34
8 A Case Study from Bertelsmann Book Clubs 37
Pt. 2 Country-by-Country Directory
Futher Reading from Kogan Page 645
Index of Advertisers 648
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