International Direct Marketing: Principles, Best Practices, Marketing Facts

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

International Direct Marketing: Principles, Best Practices, Marketing Facts

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.