International Direct Marketing
| Autor: | Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas |
|---|---|
| EAN: | 9783540396321 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 14.10.2007 |
| Untertitel: | Principles, Best Practices, Marketing Facts |
| Kategorie: | |
| Schlagworte: | Direct Marketing Interactive Marketing International Direct Marketing International Marketing business communication marketing planning |
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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.
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