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International Direct Marketing
Principles, Best Practices, Marketing Facts
Langbeschreibung
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
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.
ISBN-13:
9783642072581
Veröffentl:
2010
Erscheinungsdatum:
14.10.2010
Seiten:
352
Autor:
Manfred Krafft
Gewicht:
534 g
Format:
235x155x20 mm
Sprache:
Englisch
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