International Direct Marketing Principles, Best Practices, Marketing Facts /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Krafft, Manfred (Editor), Hesse, Jürgen (Editor), Höfling, Jürgen (Editor), Peters, Kay (Editor), Rinas, Diane (Editor)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2007.
• Subjects: Business.; Marketing.; Management.; Business and Management.

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 e...

Table of Contents:

• Principles
• Borderless direct marketing? Status quo, trends and outlook
• Checklist for your international direct marketing
• Best practice
• Global planning to pinpoint local targets
• A successful departure from the beaten track
• International dialog for successful acquisition of new customers
• Segment-specific ethnomarketing
• The HP HypeGallery
• Robinson lists for efficient direct marketing
• Marketing facts
• International dialog marketing: Consumer trends
• China
• Hong Kong
• Japan
• Singapore
• Australia
• New Zealand
• USA
• Austria
• Belgium
• France
• Germany
• Great Britain
• Italy
• The Netherlands
• Spain
• Switzerland
• Denmark
• Finland
• Norway
• Sweden
• Czech Republic
• Hungary
• Poland
• Slovakia.