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

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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.
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Editorial Reviews

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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,, December, 2007)

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Product Details

  • ISBN-13: 9783540396314
  • Publisher: Springer Berlin Heidelberg
  • Publication date: 12/6/2007
  • Edition description: 2007
  • Edition number: 1
  • Pages: 326
  • Product dimensions: 6.30 (w) x 8.80 (h) x 0.90 (d)

Table of Contents

Expert statements on international direct marketing XI

The editors and authors XXI

Chapter 1 Principles

1 Borderless direct marketing?

Status quo, trends and outlook Jurgen Hesse Manfred Krafft Kay Peters 3

2 Checklist for your international direct marketing Kay Peters 41

Chapter 2 Best practice

Introduction to Chapter 2 49

1 Global planning to pinpoint local targets

How DHL Global Mail introduced an integrated direct marketing campaign in 14 countries Rosegret Nave 53

2 A successful departure from the beaten track

Inteligo identifies new prospects for its services in Poland Auke van den Hout Kay Peters 67

3 International dialog for successful acquisition of new customers Thomas Nagel 77

4 Segment-specific ethnomarketing

International direct marketing in domestic markets Diane Rinas 99

5 The HP HypeGallery

A carefully staged, event-oriented multimedia campaign Jon Williams Thomas Curwen 115

6 Robinson lists for efficient direct marketing Alastair Tempest 129

Chapter 3 Marketing facts

Introduction to Chapter 3 155

1 International dialog marketing: Consumer trends Anita Petersen 157

Direct marketing - Data and facts from 24 countries 181


1 China 183

2 Hong Kong 189

3 Japan 195

4 Singapore 201

Pacific / USA

5 Australia 207

6 New Zealand 213

7 USA 219

Western Europe

8 Austria 225

9 Belgium 231

10 France 237

11 Germany 243

12 Great Britain 249

13 Italy 255

14 The Netherlands 261

15 Spain 267

16 Switzerland 273


17 Denmark 279

18 Finland 285

19 Norway 291

20 Sweden 297

Eastern Europe

21 Czech Republic 303

22 Hungary 309

23 Poland 315

24 Slovakia 321

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