International Direct Marketing - Krafft, Manfred / Hesse, Jürgen / Knappik, Klaus / Peters, Kay / Rinas, Diane (eds.)

Manfred Krafft / Jürgen Hesse / Klaus Knappik / Kay Peters / Diane Rinas (eds.) 

International Direct Marketing

Principles, Best Practices, Marketing Facts

Herausgeber: Peters, Kay, Hesse, Jürgen, Höfling, Jürgen, Rinas, Diane, Krafft, Manfred
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International Direct Marketing

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.

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.

Produktinformation
  • Verlag: Springer, Berlin
  • 2009
  • Ausstattung/Bilder: 2007. XXVI, 326 S. 71 Farbabb. 235 mm
  • Seitenzahl: 326
  • Best.Nr. des Verlages: 11852902
  • Englisch
  • Abmessung: 244mm x 162mm x 27mm
  • Gewicht: 735g
  • ISBN-13: 9783540396314
  • ISBN-10: 3540396314
  • Best.Nr.: 20946822
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)
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)
Kay Peters ist wissenschaftlicher Mitarbeiter am Institut für Marketing am Marketing Centrum Münster (MCM) der Westfälischen Wilhelms-Universität Münster und Leiter des Centrum für interaktives Marketing (CIM).

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Inhaltsangabe

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Inhaltsangabe

- 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

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