By Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas

ISBN-10: 3540396314

ISBN-13: 9783540396314

This e-book is the 1st to concentration completely on foreign direct advertising (IDM), integrating state of the art wisdom, most sensible perform and designated info. the 1st half is a accomplished, well-structured evaluation, overlaying all proper assets from educational journals to practitioner magazines. the second one half involves top perform examples on a variety of elements of IDM. The 3rd half features a precis of a proprietary customer learn on direct advertising attitudes and affinities throughout 24 international locations world wide, followed by means of country-specific truth sheets for IDM campaigns.

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Extra info for International Direct Marketing: Principles, Best Practices, Marketing Facts

Sample text

A direct comparison of European and US companies confirms the trend seen in the two previous studies, namely that European mail-order companies derive a substantially larger proportion of their sales from international direct marketing. 1% for those mail-order companies surveyed. If we accepted that the resources used by mail-order companies can be transposed to national and international direct marketing, this would represent an amazingly high proportion. We can definitely assume that the composition of the sample significantly inflates this value.

But even within Europe there are numerous differences in the detail of regulation that require closer study (see the article “The Robinson Lists for Effective Direct Marketing”). Finally, the direct marketing experience and affinity, as well as the available infrastructure should all play a substantial role in the selection of a target country. , The Direct Marketing Monitor International, published annually since 2003 (Deutsche Post AG 2003, 2004, 2005, 2006 see final chapter, Swiss Post 2005), or the annotated descriptions of Neumann and Nagel (2000).

Operational implementation of direct marketing adaptations Local adaptations are not only a strategic cost factor when selecting a target country. The details have also to be implemented at an operational level, and differ according to the country involved. Tempest (see the article “The Robinson Lists for Effective Direct Marketing”) and the FEDMA studies (FEDMA 2004a, 2004b, 2004c, 2005b) give a good overview of the relevant direct marketing regulations. These regulations govern two areas: suppression files and advertising authorities.

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International Direct Marketing: Principles, Best Practices, Marketing Facts by Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas


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