International Direct Marketing: Principles, Best Practices, Marketing Facts / Edition 1

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Overview

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.

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Editorial Reviews

From the Publisher
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"The book has become the widely recognized benchmark in international direct marketing. … this book is of great use to decision-makers who seek best-practice guidance on their way into new markets. Specialist authors share their expertise, while professionals provide an inside look at successful marketing projects. … It’s the kind of book that the industry has been waiting for. Agencies will benefit from information on direct marketing attitudes across 24 countries and data on how advertising is perceived by consumers in certain countries." (Dr. Ramesh A. Lakshmi-Ratan, www.dmi-news.com, December, 2007)

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Product Details

  • ISBN-13: 9783642072581
  • Publisher: Springer Berlin Heidelberg
  • Publication date: 11/10/2010
  • Edition description: Softcover reprint of hardcover 1st ed. 2007
  • Edition number: 1
  • Pages: 326
  • Product dimensions: 0.74 (w) x 9.21 (h) x 6.14 (d)

Table of Contents

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.

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