International Direct Marketing

Principles, Best Practices, Marketing Facts

Editors: Krafft, M., Hesse, J., Höfling, J., Peters, K., Rinas, D. (Eds.)

  • Comprehensive and easy-to-understand guide to international direct marketing (IDM)
  • The first book to focus exclusively on IDM, integrating state-of-the-art knowledge, best practice and unique data
  • 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
see more benefits

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-540-39632-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $89.99
price for USA
  • ISBN 978-3-540-39631-4
  • Free shipping for individuals worldwide
  • Online orders shipping within 2-3 days.
Softcover $89.99
price for USA
  • ISBN 978-3-642-07258-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

Direct Marketing has now come of age...internationally. The authors define, illustrate and demonstrate that direct marketing can play on a level field with other forms of international and global marketing communication. Packed with relevant examples and illustrated with individual market data, this text is a "must have" for every CMO focused in growing the business outside the home market.

Don E. Schultz, Professor of Integrated Marketing Communication, Northwestern University

Every marketer intending to cross borders or expand globally should have this book, even if you are already an "old hand" at entering new markets. Astute cultural notes, pertinent and contemporary case studies and solid statistics for individual countries combine to make this an invaluable resource that is truly without precedent.

Dr. Ramesh A. Lakshmi-Ratan, Executive Vice President and Chief Operation Officer of the DMA

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)


Table of contents (9 chapters)

  • Borderless direct marketing? Status quo, trends and outlook

    Professor Jürgen Hesse PhD, Professor Manfred Krafft PhD, Kay Peters

    Pages 3-40

  • Checklist for your international direct marketing

    Kay Peters

    Pages 41-45

  • Global planning to pinpoint local targets

    Rosegret Nave

    Pages 53-66

  • Segment-specific ethnomarketing

    Diane Rinas

    Pages 99-113

  • Robinson lists for efficient direct marketing

    Alastair Tempest

    Pages 129-152

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-540-39632-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $89.99
price for USA
  • ISBN 978-3-540-39631-4
  • Free shipping for individuals worldwide
  • Online orders shipping within 2-3 days.
Softcover $89.99
price for USA
  • ISBN 978-3-642-07258-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

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
Copyright
2007
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-540-39632-1
DOI
10.1007/978-3-540-39632-1
Hardcover ISBN
978-3-540-39631-4
Softcover ISBN
978-3-642-07258-1
Edition Number
1
Number of Pages
XXV, 326
Topics