International Direct Marketing

Principles, Best Practices, Marketing Facts

Inbunden, Engelska, 2007

AvManfred Krafft,Jürgen Hesse,Jürgen Höfling,Kay Peters,Diane Rinas

719 kr

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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 advanced professional information on IDM in selected countries.

Produktinformation

Utgivningsdatum2007-10-01
Mått155 x 235 x 24 mm
Vikt716 g
FormatInbunden
SpråkEngelska
Antal sidor326
Upplaga2007
FörlagSpringer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN9783540396314

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

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.

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 into new markets. Specialist authors share their expertise, while professionals provide an inside look at successful marketing projects. ... It's the kind of book that the industry has been waiting for. Agencies will benefit from information on direct marketing attitudes across 24 countries and data on how advertising is perceived by consumers in certain countries." (Dr. Ramesh A. Lakshmi-Ratan, www.dmi-news.com, December, 2007)