International Direct Marketing : Principles, Best Practices, Marketing Facts

edited by Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas

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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Year of publication:	2007
Authors:	Krafft, Manfred ; Hesse, Jürgen ; Höfling, Jürgen ; Peters, Kay ; Rinas, Diane
Publisher:	Berlin, Heidelberg : Springer-Verlag Berlin Heidelberg
Subject:	Direktmarketing \| Direct marketing \| Internationales Marketing \| International marketing \| Konsumentenverhalten \| Consumer behaviour \| Welt \| World \| Globalisierung \| Aufsatzsammlung
Description of contents:	Table of Contents [swbplus.bsz-bw.de] ; Description [swbplus.bsz-bw.de]

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Extent:	Online-Ressource (XXV, 326 p. 71 illus, digital)
Series:	SpringerLink / Bücher
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Aufsatzsammlung
Language:	English
Notes:	Includes bibliographical references This English edition builds on earlier edition in German (Internationales Direktmarketing) and French (Le marketing direct international) CONTENTS; Expert statements on international direct marketing; The editors and authors; Chapter 1: Principles; 1. Borderless direct marketing? Status quo, trends and outlook; 2. Checklist for your international direct marketing; Chapter 2: Best Practice; Introduction to Chapter 2; 1. Global planning to pinpoint local targets How DHL Global Mail introduced an integrated; 2. A successful departure from the beaten track Inteligo identifies new prospects for its services in Poland; 3. International dialog for successful acquisition of new customers 4. Segment-specific ethnomarketing International direct marketing in domestic markets5. The HP HypeGallery A carefully staged, event-oriented multimedia campaign; 6. Robinson lists for efficient direct marketing; Chapter 3: Marketing facts; Introduction to Chapter 3; 1. International dialog marketing: Consumer trends; Direct marketing - Data and facts from 24 countries; Asia; Pacific/ USA; Western Europe; Scandinavia; Eastern Europe
ISBN:	978-3-540-39632-1 ; 978-1-281-11778-6 ; 978-3-540-39631-4
Other identifiers:	10.1007/978-3-540-39632-1 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013520744