International Direct Marketing

International direct marketing is of ever increasing importance for entering and maintaining foreign markets. As in domestic markets, direct marketing is the instrument of choice for companies when communicating personally with prospects and customers.

International Direct Marketing – Principles, Best Practice, Marketing Facts is a publication that combines easy-to-read scientific findings and successful case studies with up-to-date facts and information. For us, however, this book also contains an important core message, which is at the heart of every campaign – there is no one-fits-all medium that will ensure the success of international one-to-one communication. Like in an orchestra, the interaction of the individual advertising “instruments” is the key to creating an advertising symphony from a simple communication melody. Integrated direct marketing campaigns are therefore crucial. Despite the growing role of electronic media, traditional mailings still dominate the field of direct marketing in domestic and international markets throughout the world. So it comes as no surprise that in many of the successful examples presented in this book, mailings remain the core element. Other advertising media always complement the integrative campaign approaches. Without them, mailings could not work as effectively as they do.