http://worldcat.org/entity/work/id/1072211490

International direct marketing principles, best practices, marketing facts

Direct marketing is a fast growing and dominant domestic marketing instrument in many countries. Along with the rapid advances of globalization direct marketing follows suit: International direct marketing (IDM) is already a multi-billion dollar business, an attractive instrument for foreign market entry and international customer communication. This book is the first to focus exclusively on 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. With this book, the reader gets a comprehensive and easy-to-understand guide to international direct marketing.

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