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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.
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.
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)