Buch, Englisch, 326 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 699 g
Principles, Best Practices, Marketing Facts
Buch, Englisch, 326 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 699 g
ISBN: 978-3-540-39631-4
Verlag: Springer Berlin Heidelberg
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.
Zielgruppe
Professional/practitioner
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
- Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
Weitere Infos & Material
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.
