Overview
Comprehensive and easy-to-understand guide to international direct marketing (IDM)
Unique mix of academic review, best-practice cases on international direct marketing and advanced professional information on IDM in selected countries around the world
Including the first-rate IDM database of DHL Global Mail
Includes supplementary material: sn.pub/extras
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Table of contents (33 chapters)
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Front Matter
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Marketing facts
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Front Matter
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Keywords
About this book
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.
This book is the first to focus exclusively on IDM, combining state-of-the-art knowledge, best practice and unique data: The first part is a comprehensive, well-structured review, covering relevant sources ranging from academic journals to practitioner magazines. The second part consists of best practice examples of various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries in North America, Europe and Asia. The book provides the reader with a comprehensive and easy-to-understand guide to international direct marketing.
Reviews
From the reviews:
"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)
Editors and Affiliations
Bibliographic Information
Book Title: International Direct Marketing
Book Subtitle: Principles, Best Practices, Marketing Facts
Editors: Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas
DOI: https://doi.org/10.1007/978-3-540-39632-1
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag Berlin Heidelberg 2007
Hardcover ISBN: 978-3-540-39631-4Published: 01 October 2007
Softcover ISBN: 978-3-642-07258-1Published: 14 October 2010
eBook ISBN: 978-3-540-39632-1Published: 14 October 2007
Edition Number: 1
Number of Pages: XXV, 326
Topics: Marketing, Management