International Direct Marketing

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9780070423565: International Direct Marketing

This text aims to show direct marketers how to reach new customers around the world and increase sales while avoiding the pitfalls. It uses case studies and failures to illustrate what works best and provides direct marketing tips on every economically important country. The appendices contain useful information, including international media resources, list brokers, international postal information, services and contacts in the US Department of Commerce, a bibliography of exporting publications, and reproductions of actual government and private forms required to market internationally.

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From the Author:

This book is designed as a resource as well as a "how to."
Even though my book was written from the point of view of the direct marketing industry, I designed it as a resource for other disciplines also. No matter what channel you use to expand your global reach, many of the principles of international marketing remain the same. The best way to use the book is to read the introduction carefully, and then browse through the 86 page appendix before settling down with the rest. My research director and I spent six months just on that section alone. It is rich in suggestions for on-going research in this field. Professor John Gabarro of the Harvard Business School calls this book "the definitive guide to the organization and structure of the international direct response market." Who am I to argue? I hope you find it helpful.

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Richard N. Miller, Pieter S. K. De Jong
Published by Mcgraw-Hill (1995)
ISBN 10: 0070423563 ISBN 13: 9780070423565
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Richard N. Miller
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