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International direct marketing : principles, best practices, marketing facts

Author: Manfred Krafft
Publisher: Berlin ; New York : Springer, ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

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  Read more...

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Genre/Form: Aufsatzsammlung
Datensammlung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Manfred Krafft
ISBN: 9783540396314 3540396314 9783642072581 3642072585
OCLC Number: 75714143
Notes: This English edition builds on earlier edition in German (Internationales Direktmarketing) and French (Le marketing direct international).
Description: xxv, 326 pages : illustrations ; 24 cm
Contents: Ch. 1. Principles --
1. Borderless direct marketing?: Status quo, trends and outlook / Jurgen Hesse, Manfred Krafft and Kay Peters --
2. Checklist for your international direct marketing / Kay Peters --
Ch. 2. Best practice --
1. 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: Inteligo identifies new prospects for its services in Poland / Auke van den Hout and Kay Peters --
3. International dialog for successful acquisition of new customers / Thomas Nagel --
4. Segment-specific ethnomarketing: International direct marketing in domestic markets / Diane Rinas --
5. The HP HypeGallery: A carefully staged, event-oriented multimedia campaign / Jon Williams and Thomas Curwen --
6. Robinson lists for efficient direct marketing / Alastair Tempest --
Ch. 3. Marketing facts --
1. International dialog marketing: Consumer trends / Anita Petersen --
Direct marketing --
Data and facts from 24 countries --
1. China --
2. Hong Kong --
3. Japan --
4. Singapore --
5. Australia --
6. New Zealand --
7. USA --
8. Austria --
9. Belgium --
10. France --
11. Germany --
12. Great Britain --
13. Italy --
14. The Netherlands --
15. Spain --
16. Switzerland --
17. Denmark --
18. Finland --
19. Norway --
20. Sweden --
21. Czech Republic --
22. Hungary --
23. Poland --
24. Slovakia.
Other Titles: Internationales Direktmarketing.
Marketing direct international.
Responsibility: Manfred Krafft [and others] (editors).
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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 Read more...

 
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