International Direct Marketing

International Direct Marketing

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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.a€œTraditionally, the finance, auto and insurance industries have been the most apt to use direct marketing, but different ... online customer service centers, SMS, and sophisticated promotions with electronic-based elements that can capture ananbsp;...

Title:International Direct Marketing
Author:Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas
Publisher:Springer Science & Business Media - 2007-10-14


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