The Handbook Of International Direct Marketing

Download or read book International Direct Marketing written by Manfred Krafft and published by Springer Science & Business Media. This book was released on 2007-10-14 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.