International Direct Marketing: Principles, Best Practices, Marketing Facts

International Direct Marketing: Principles, Best Practices, Marketing Facts

By: Klaus Knappik (editor), Diane Rinas (editor), Jurgen Hesse (editor), Manfred Krafft (editor), Kay Peters (editor)Hardback

1 - 2 weeks availability


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.

Create a review


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.

Product Details

  • publication date: 01/10/2007
  • ISBN13: 9783540396314
  • Format: Hardback
  • Number Of Pages: 351
  • ID: 9783540396314
  • weight: 703
  • ISBN10: 3540396314

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

Prices are for internet purchases only. Prices and availability in WHSmith Stores may vary significantly