By Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas

ISBN-10: 3540396314

ISBN-13: 9783540396314

This ebook is the 1st to concentration completely on overseas direct advertising (IDM), integrating cutting-edge wisdom, top perform and particular info. the 1st half is a complete, well-structured evaluation, overlaying all proper resources from educational journals to practitioner magazines. the second one half comprises top perform examples on a number of points of IDM. The 3rd half includes a precis of a proprietary client learn on direct advertising and marketing attitudes and affinities throughout 24 nations world wide, observed by way of country-specific truth sheets for IDM campaigns.

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Extra resources for International Direct Marketing: Principles, Best Practices, Marketing Facts

Example text

Closer consideration should similarly also be given to the evolution of the indigenous direct marketing industry: which product categories are currently available via the direct marketing, how many foreign goods and service providers are already active in the market, etc. Previous studies have shown that, when embarking upon international direct marketing, the majority of companies select countries with which they feel a certain psychological affinity. For example, US companies tend to start by targeting Canada and the UK, Australia or New Zealand.

The following section describes in detail the classical procedure for implementing international direct marketing. n The employment of international direct marketing is often associated with a general decision to develop new foreign markets. n The company itself should be well established in its home market and possess the necessary additional resources. n Despite the financial investment, the necessary employment of highly qualified personnel to this task should not be neglected. n Entry into the new market usually meets with local competition, which may decide to retaliate and enter the company’s home market.

The decision to pursue international direct marketing is often subordinate to the decision on how to canvass the new market, and this in turn depends on a number of factors (Anderson and Coughlan 1987). However, Spiller and Campbell (1994) show in their study that the decision by a company to export goods and services is usually followed immediately by the launch of an international direct marketing campaign. This section focusses on the pros and cons of developing the market by means of international direct marketing.

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International Direct Marketing: Principles, Best Practices, Marketing Facts by Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas


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