In this encyclopedic resource,direct marketing guru Richard Miller shows marketing and promotional managers how to successfully promote their products and services worldwide while avoiding the pitfalls of overseas business. From creating messages that travel to mastering international order fulfillment,the author unravels the labyrinth of international direct marketing. He offers information on all the resources,techniques,and infrastructure needed to successfully venture into the global arena complete with case studies of what works and what doesn't. The book delivers key country-by-country information on media opportunities. . . foreign lists. . . international telemarketing. . . currency,pricing,and postal systems. . . direct marketing and exporting publications. . . plus copies of actual government and private forms required to market internationally.
|Publisher:||McGraw-Hill Companies, The|
|Product dimensions:||6.25(w) x 9.26(h) x 1.21(d)|
Table of ContentsIntroduction.
Part 1: The Methods.
Research and Planning.
Multinational Media and Telemarketing.
National and Multinational Lists and Data Protection.
Culture and the Creative Process.
International Postal Delivery Systems.
Pricing, Currency, and Collection.
Fulfillment and Shipping.
Part 2: The Markets.
Direct Marketing in Europe.
Direct Marketing in Asia.
Direct Marketing in North America.
Thirty-Two Country-by-Country Profiles.