Publisher's Synopsis
Direct marketing is the fastest-growing advertising medium in Europe. Targetable, measurable and easily adaptable to local language and tastes, its benefits as a powerful marketing tool have been widely recognized. Yet businesses looking to use direct marketing as an export tool have, until now, had little research or information to guide them.;"A Handbook of International Direct Marketing" fills this gap in the literature on the subject. The first half of the book gives a comprehensive overview of all the key aspects of IDM, as well as the issues facing the industry. Subjects include choosing an international agency, buying lists overseas, managing international DM handling, international business-to-business campaigns, international telemarketing, Belgium as a European DM test centre, European data protection, postal deregulations and much more.;The second part of the book gives a complete, country-by-country guide to the potential and logistics of every major export market, including the USA, Eastern Europe, The Middle East, Asia and all the EC and EFTA countries. For each country, full details are provided of the current level of DM and ISM activity; of the membership and facilities of local Direct Marketing Associations; of relevant legislation and of specific local issues (such as availability, cost and quality of lists, Post Office rates and services, self-regulatory codes, language, currency and style), of which businesses need to be made aware.
