Synopses & Reviews
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.
Review
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)
Synopsis
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.
Synopsis
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.
Synopsis
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.
Table of Contents
Expert statements.- The editors and authors. Principles: Borderless direct marketing? Status quo, trends and outlook.- Checklist for your international direct marketing. Best practice: Global planning to pinpoint local targets - How DHL Global Mail introduced an integrated direct marketing campaign in 14 countries.- A successful departure from the beaten track - Inteligo identifies new prospects for its services in Poland.- International dialog for successful acquistion of new customers.- Segment-specific ethnomarketing.- The HP HypeGallery.- Robinson lists for efficient direct marketing. Marketing facts: International dialog marketing: Consumer trends.- Direct Marketing - Data and facts from 24 countries: Asia; Pacific/USA; Wester Europe; Scandinavia; Eastern Europe.