International Direct Marketing: Principles, Best Practices, Marketing Facts
- ISBN-10
- 3540396322
- ISBN-13
- 9783540396321
- Category
- Business & Economics
- Pages
- 326
- Language
- English
- Published
- 2007-10-14
- Publisher
- Springer Science & Business Media
- Authors
- Manfred Krafft, Jürgen Hesse, Jürgen Höfling
Description
This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.
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