| International Direct Marketing: Principles, Best Practices, Marketing Facts 2007 Edition Contributor(s): Krafft, Manfred (Editor), Hesse, Jürgen (Editor), Höfling, Jürgen (Editor) |
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ISBN: 3540396314 ISBN-13: 9783540396314 Publisher: Springer OUR PRICE: $52.24 Product Type: Hardcover - Other Formats Published: October 2007 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | Management - General |
| Dewey: 650 |
| LCCN: 2007934291 |
| Physical Information: 0.9" H x 6.3" W x 9.3" (1.55 lbs) 326 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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.
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