International Direct Marketing

Principles, Best Practices, Marketing Facts

  • Manfred Krafft
  • Jürgen Hesse
  • Jürgen Höfling
  • Kay Peters
  • Diane Rinas

Table of contents

  1. Front Matter
    Pages I-XXV
  2. Principles

    1. Front Matter
      Pages 1-1
    2. Jürgen Hesse, Manfred Krafft, Kay Peters
      Pages 3-40
  3. Best practice

    1. Front Matter
      Pages 47-51
    2. Rosegret Nave
      Pages 53-66
    3. Auke van den Hout, Kay Peters
      Pages 67-76
    4. Diane Rinas
      Pages 99-113
    5. Jon Williams, Thomas Curwen
      Pages 115-127
    6. Alastair Tempest
      Pages 129-152
  4. Marketing facts

    1. Front Matter
      Pages 153-155
    2. Direct marketing data and facts from 24 countries

      1. Pages 181-188
      2. Pages 189-194
      3. Pages 195-200
      4. Pages 201-206
      5. Pages 207-212
      6. Pages 213-218
      7. USA
        Pages 219-224

About this book

Introduction

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.

Direct Marketing has now come of age...internationally. The authors define, illustrate and demonstrate that direct marketing can play on a level field with other forms of international and global marketing communication. Packed with relevant examples and illustrated with individual market data, this text is a "must have" for every CMO focused in growing the business outside the home market.

Don E. Schultz, Professor of Integrated Marketing Communication, Northwestern University

Every marketer intending to cross borders or expand globally should have this book, even if you are already an "old hand" at entering new markets. Astute cultural notes, pertinent and contemporary case studies and solid statistics for individual countries combine to make this an invaluable resource that is truly without precedent.

Dr. Ramesh A. Lakshmi-Ratan, Executive Vice President and Chief Operation Officer of the DMA

Keywords

Direct Marketing Interactive Marketing International Direct Marketing International Marketing business communication marketing planning

Editors and affiliations

  • Manfred Krafft
    • 1
  • Jürgen Hesse
    • 2
  • Jürgen Höfling
    • 3
  • Kay Peters
    • 4
  • Diane Rinas
    • 5
  1. 1.Institute of Marketing Marketing Center Münster (MCM)University of MünsterMünsterGermany
  2. 2.Siegfried Vögele InstitutKönigsteinGermany
  3. 3.DHL Global MailBonnGermany
  4. 4.Center of Interactive Marketing and Media Management (CIM) c/o Marketing Center Münster (MCM)University of MünsterMünsterGermany
  5. 5.Deutsche Post AGBonnGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-540-39632-1
  • Copyright Information Springer-Verlag Berlin Heidelberg 2007
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-540-39631-4
  • Online ISBN 978-3-540-39632-1
  • About this book