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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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.
Imprint | Springer-Verlag |
Country of origin | Germany |
Release date | October 2010 |
Availability | Expected to ship within 10 - 15 working days |
First published | 2007 |
Editors | Manfred Krafft, Jurgen Hesse, Jurgen Hoefling, Kay Peters, Diane Rinas |
Dimensions | 235 x 155 x 18mm (L x W x T) |
Format | Paperback |
Pages | 326 |
Edition | Softcover reprint of hardcover 1st ed. 2007 |
ISBN-13 | 978-3-642-07258-1 |
Barcode | 9783642072581 |
Categories | |
LSN | 3-642-07258-5 |