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.
International Direct Marketing
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- Undertitel: Principles, Best Practices, Marketing Facts
- Redaktör: Manfred Krafft
- Språk: Engelska
- Utgiven: 2007-10
- ISBN: 9783540396314
- Förlag: Springer-Verlag Berlin and Heidelberg GmbH Co. K
- Upplaga: 2007 ed.
- Antal sidor: 326
- Vikt: 726 gram