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Global planning to pinpoint local targets

In: International Direct Marketing

Author

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  • Rosegret Nave

Abstract

Direct marketing is a proven and efficient tool for developing new markets. Its flexibility offers global companies unique opportunities to simultaneously address customers in different national target markets. The specific requirements for international direct marketing campaigns are described, as determined by their content or business aspects. Intensive cooperation between global planners and experts in the individual target markets has proven to be necessary for the success of the campaign.

Suggested Citation

  • Rosegret Nave, 2007. "Global planning to pinpoint local targets," Springer Books, in: Manfred Krafft & Jürgen Hesse & Jürgen Höfling & Kay Peters & Diane Rinas (ed.), International Direct Marketing, chapter 1, pages 53-66, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-39632-1_3
    DOI: 10.1007/978-3-540-39632-1_3
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