International Direct Marketing
Author | : Manfred Krafft |
Publisher | : Springer Science & Business Media |
Total Pages | : 339 |
Release | : 2007-10-14 |
Genre | : Business & Economics |
ISBN | : 3540396322 |
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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.