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Borderless direct marketing? Status quo, trends and outlook

In: International Direct Marketing

Author

Listed:
  • Jürgen Hesse

    (Siegfried Vögele Institute)

  • Manfred Krafft

    (University of Münster)

  • Kay Peters

    (University of Münster)

Abstract

■ This text is the first to define the characteristics of international direct marketing, from cross-border efforts to campaigns for customers of foreign origin. ■ It includes the first-ever rough estimate of the volume of international direct marketing. ■ The appropriate decision criteria for choosing international direct marketing, and the procedures proven to work backed by practical and scientific articles, are also detailed in this guide. ■ The text identifies which key controlling and organizational aspects are required for successful international direct marketing.

Suggested Citation

  • Jürgen Hesse & Manfred Krafft & Kay Peters, 2007. "Borderless direct marketing? Status quo, trends and outlook," Springer Books, in: Manfred Krafft & Jürgen Hesse & Jürgen Höfling & Kay Peters & Diane Rinas (ed.), International Direct Marketing, chapter 1, pages 3-40, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-39632-1_1
    DOI: 10.1007/978-3-540-39632-1_1
    as

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