International Direct Marketing
Principles, Best Practices, Marketing Facts
(Sprache: Englisch)
This book is the first to focus exclusively on IDM, integrating state-of-the-art knowledge, best practice and unique data. It offers a unique mix of academic review, best-practice cases on IDM and advanced professional information on IDM in selected countries.
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Produktinformationen zu „International Direct Marketing “
This book is the first to focus exclusively on IDM, integrating state-of-the-art knowledge, best practice and unique data. It offers a unique mix of academic review, best-practice cases on IDM and advanced professional information on IDM in selected countries.
Klappentext zu „International Direct Marketing “
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.
Inhaltsverzeichnis zu „International Direct Marketing “
- Borderless Direct Marketing? The Current Outlook, Trends and Prospects- Global Planning to Pinpoint Local Targets
- A Successful Departure from the Beaten Track
- International Dialogue for Successful Acquistion of New Customers
- Segment-Specific Ethno-Marketing
- The HP HypeGallery
- Robinson Lists for Efficient Direct Marketing
- International Dialogue Marketing
- Direct Marketing - Data and Facts from 18 Countries
- New EU Member States; Europe and the USA; Asia and Australia
Autoren-Porträt
Direct marketing is a fast growing and dominant domestic marketing instrument in many countries. International direct marketing (IDM) is already a multi-billion dollar business. This book is the first to focus exclusively on IDM, integrating state-of-the-art knowledge, best practice and unique data. It offers a unique mix of academic review, best-practice cases on IDM and advanced professional information on IDM in selected countries around the world, including the first-rate IDM database of DHL Global Mail. With this book, the reader gets a comprehensive and easy-to-understand guide to international direct marketing.
Bibliographische Angaben
- 2007, XXV, 326 Seiten, Masse: 16 x 24,1 cm, Gebunden, Englisch
- Herausgegeben: Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas
- Verlag: Springer, Berlin
- ISBN-10: 3540396314
- ISBN-13: 9783540396314
- Erscheinungsdatum: 01.10.2007
Sprache:
Englisch
Rezension zu „International Direct Marketing “
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)
Pressezitat
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)
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