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International Direct Marketing - The Book
"International Direct Marketing" is the first book to focus exclusively on international direct marketing, combining state-of-the-art knowledge, best practice and excellent data.
Order Copies of International Issues
International Direct Marketing (English)
Principles, Best Practices, Marketing FactsSpringer
ISBN: 3-5403-9631-4
Order International Direct Marketing (English) online through Springer
Internationales Direktmarketing
(2nd expanded edition - German)Grundlagen, Best Practice, Marketingfakten
Gabler
ISBN: 3-8349-0419-8
Marketing direct international (French)
Concepts, pratiques et chiffres clés.Pearson Education
ISBN: 2-7440-7185-4
International Direct Marketing - the Book
Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas (Editors)
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.
Direct Marketing has now come of age... internationally. The authors define, illustrate and demonstrate that direct marketing can play on a level field with other forms of international and global marketing communication. Packed with relevant examples and illustrated with individual market data, this text is a "must have" for every CMO focused on growing the business outside the home market.
Don E. Schultz, Professor of Integrated Marketing Communication,
Northwestern University
Every marketer intending to cross borders or expand globally should have this book, even if you are already an "old hand" at entering new markets. Astute cultural notes, pertinent and contemporary case studies and solid statistics for individual countries combine to make this an invaluable resource that is truly without precedent.
Dr. Ramesh A. Lakshmi-Ratan,
Executive Vice President and Chief Operation Officer of the DMA
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.
Direct Marketing has now come of age... internationally. The authors define, illustrate and demonstrate that direct marketing can play on a level field with other forms of international and global marketing communication. Packed with relevant examples and illustrated with individual market data, this text is a "must have" for every CMO focused on growing the business outside the home market.
Don E. Schultz, Professor of Integrated Marketing Communication,
Northwestern University
Every marketer intending to cross borders or expand globally should have this book, even if you are already an "old hand" at entering new markets. Astute cultural notes, pertinent and contemporary case studies and solid statistics for individual countries combine to make this an invaluable resource that is truly without precedent.
Dr. Ramesh A. Lakshmi-Ratan,
Executive Vice President and Chief Operation Officer of the DMA
International Direct Marketing - the Book
Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas (Editors)
Chapter 1
1. Borderless direct marketing? The current outlook, trends and prospects
Jürgen Hesse, Manfred Krafft and Kay Peters
Chapter 2
Introduction to Chapter 21. Global planning to pinpoint local targets
How DHL Global Mail introduced an integrated direct marketing campaign in 14 countries
Rosegret Nave
2. A successful departure from the beaten track
Auke van den Hout, Kay Peters
3. International dialogue for successful acquisition of new customers
Thomas Nagel
4. Segment-specific ethno-marketing
International direct marketing in domestic markets
Diane Rinas
5. The HP HypeGallery
A carefully staged, event-oriented multimedia campaign
Jon Williams, Thomas Curwen
6. Robinson Lists for efficient direct marketing
Alastair Tempest
Chapter 3
Introduction to Chapter 31. International dialog marketing: general consumer trends
Anita Petersen
Direct Marketing - Data and Facts from 24 Countries
New EU Member States:
1. Poland 2. Slovakia
3. Czech Republic
4. Hungary
Europe and the USA:
5. Belgium 6. Denmark
7. Germany
8. Finland
9. France
10. UK
11. Italy
12. The Netherlands
13. Norway
14. Austria
15. Sweden
16. Switzerland
17. Spain
18. USA
Asia and Australia:
19. China 20. Hong Kong
21. Japan
22. Singapore
23. Australia
24. New Zealand
