Global planning to pinpoint local targets

Rosegret Nave

Chapter 1 in International Direct Marketing, 2007, pp 53-66 from Springer

Abstract: 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.

Keywords: Local Target; Target Market; Direct Marketing; Brand Awareness; Global Planning (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-39632-1_3

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DOI: 10.1007/978-3-540-39632-1_3

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