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International Direct Marketing: Principles, Best Practices, Marketing Facts

Regular price $92.69
  • ISBN-13: 9783642072581
  • Publisher: Springer
  • Release Date: Sep 12, 2009
  • Edition: Softcover reprint of hardcover 1st ed. 2007
  • Pages: 326 pages
  • Dimensions: 0.83 x 9.0 x 6.0 inches

Overview

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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