Multinational direct marketing the methods and the markets
Richard N. Miller, a master of multinational direct response, shares everything he knows about promoting products and services to Europe, Asia, Mexico, and points beyond. In seven practical steps, based on decades of experience, he shows how to:. Look before you leap. Is transnational marketing like...
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| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
1995
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| Online-Zugang: | Inhaltsverzeichnis |
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| 100 | 1 | |a Miller, Richard N. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Multinational direct marketing |b the methods and the markets |c Richard N. Miller |
| 264 | 1 | |a New York [u.a.] |b McGraw-Hill |c 1995 | |
| 300 | |a XII, 354 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 520 | 3 | |a Richard N. Miller, a master of multinational direct response, shares everything he knows about promoting products and services to Europe, Asia, Mexico, and points beyond. In seven practical steps, based on decades of experience, he shows how to:. Look before you leap. Is transnational marketing likely to be profitable for you? Miller spells out what kind of information you should look for, where to find it, and how to use it in developing a multinational marketing plan. Chart your course. World media. Foreign databases. The crucial differences between "national" and "multinational" lists. Learn to locate your target names, obtain them at fair prices, test efficiently, and heed Europe's stringent data privacy regulations. Create the message. If you're the least bit ignorant of your target culture, your message may sabotage your best efforts. Here's how not to make the mistakes typically committed by the inexperienced | |
| 520 | |a Handle the business. How will your message arrive? How will the goods arrive? Become aware of the fine points of international postal systems, fulfillment, and shipping. And gain the overseas pricing, currency, and collections know-how needed to hedge your bets. As you follow the global DM process, dozens of case studies demonstrate what works and what doesn't. And those planning to market to a specific continent will appreciate the in-depth intelligence reports by experts Pieter de Jong and Gerard van Vliet on Europe; Deborah Coulson on Asia; and Dan Huck on Mexico. Data-rich profiles of 32 countries, compiled by Erica Pendergast-Waasdorp, are another invaluable resource | ||
| 650 | 4 | |a Export marketing -- Management | |
| 650 | 4 | |a Direct marketing -- Management | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-006944408 | |
Datensatz im Suchindex
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| DE-BY-UBR_media_number | 069009329469 |
| _version_ | 1823051140404609024 |
| adam_text | Contents
Preface xi
Introduction 1
The Emergence of World Trade 1
Early Examples of Mail Order 2
The Rise of the Multinational Entrepreneur 2
The Difference between Exporting and Marketing 4
The Three Pillars of Multinational Direct Marketing 6
The Most Active MDM Industry Sectors 7
Consumer Catalogs 11
Methods of Expansion 12
Five Important Questions 15
Part 1: The Methods
1. Research and Planning 21
The Importance of Planning 21
The Importance of Research 24
The Importance of Contingency Planning 28
Partnering 29
Expectations 32
Resources 32
Trade Events and Missions 36
Trade Councils 37
International Chambers of Commerce (AMCHAM) 37
V
vi Contents
Associations 38
Traveling Abroad 41
A Market Entry Checklist 41
2. Multinational Media and Telemarketing 43
National and Multinational Media by Type 45
Telemarketing 55
Some Telemarketing Case Studies 58
Summary 62
3. National and Multinational Lists and
Data Protection 63
National Lists 64
Multinational Lists 66
Regional Considerations in List Selection 70
Case Examples 70
List Costs 72
Compiled Databases 76
Address Formats and Data Entry 77
Data Protection 79
4. Culture and the Creative Process 85
Copy and Graphics 86
The Fax as a Creative Tool 88
Translations 89
Production and Printing 94
Regulations Affecting the Creative Process 95
Some Case Studies 97
Protocol in the Creative Approach 102
5. International Postal Delivery Systems 105
United States Postal Service 106
ISAL Consolidators 110
Multinational Remailers 111
International Postal and Telephone Companies 114
Low Cost Postal Entry Points 118
Assessing Remail Options 120
Avoiding Mailing Hangups 120
Tips on Cutting International Postal Costs 121
Foreign Address Preparation 122
6. Pricing, Currency, and Collection 125
Foreign exchange Risk 126
Pricing 127
Collection Methods 132
Testing Payment Options 140
vii Contents
7. Fulfillment and Shipping 143
Order Entry and Data Processing 145
Shipping 148
Some Case Studies 152
Shipping Small Parcels 153
Shipping Durable Goods 154
Some Special Considerations for Canada and Mexico 155
Alternate Channels of Distribution 156
Choosing an Overseas Vendor 158
Part 2: The Markets
8. Direct Marketing in Europe 165
The Differences 166
The Legal Climate 167
Your Product 169
The Golden Triangle 170
A Summary of EDMA Statistics 175
Database Development 178
European Postal Systems 178
Alternative Delivery Systems 180
A Forecast 182
9. Direct Marketing in Asia 185
National Differences 185
The Growth of DM in Asia 186
Looking at Japan 189
Asian DM Forecast 190
Brand Positioning 193
DM Infrastructure 194
Research and Planning 196
Summary 197
10. Direct Marketing in North America 201
The United States 202
Canada 206
Mexico 209
11. Thirty Two Country by Country Profiles 217
Argentina 218
Australia 219
Austria 220
Belgium 221
Brazil 223
Canada 224
Denmark 225
vili Contents
Finland 227
France 229
Germany 231
Greece 233
Hong Kong 234
Indonesia 235
Ireland (Republic of) 235
Italy 237
Japan 238
Malaysia 240
Mexico 241
The Netherlands 242
New Zealand 243
Norway 245
The Philippines 246
Portugal 247
Singapore (Republic of) 248
South Africa (Republic of) 250
Spain 251
Sweden 252
Switzerland 254
Taiwan 256
United Kingdom 257
United States 258
Venezuela 260
Appendix A; Current Practices: U.S. Multinational Marketers 261
Appendix B: International Research and Resource Guide 265
Appendix C: International Mailing List Managers and Brokers 281
Appendix D: International Distribution Services 287
Appendix B: U.S. Department of Commerce International
Trade Administration U.S. and Foreign Commercial
Service District Office Directory 289
Appendix F: U.S. and Foreign Commercial Service
Overseas Posts 297
Appendix G: Foreign Trade Organizations 309
Appendix H: Checklist for International Media Planning
from a U.S. Base...Including Resources 327
Appendix I: International Metric Paper Sizes 333
Appendix J: European Privacy and Data Protection Directives 337
Appendix K: Conversion Chart 345
Index 347
St..
|
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| dewey-search | 658.8/4 658.8/4 20 |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV010423512 |
| illustrated | Illustrated |
| indexdate | 2025-02-03T16:34:53Z |
| institution | BVB |
| isbn | 0070423563 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006944408 |
| oclc_num | 32510756 |
| open_access_boolean | |
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| owner_facet | DE-703 DE-739 DE-355 DE-BY-UBR DE-19 DE-BY-UBM DE-521 |
| physical | XII, 354 S. Ill., graph. Darst., Kt. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | McGraw-Hill |
| record_format | marc |
| spellingShingle | Miller, Richard N. Multinational direct marketing the methods and the markets Export marketing -- Management Direct marketing -- Management Internationales Marketing (DE-588)4125431-4 gnd Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4012421-6 |
| title | Multinational direct marketing the methods and the markets |
| title_auth | Multinational direct marketing the methods and the markets |
| title_exact_search | Multinational direct marketing the methods and the markets |
| title_full | Multinational direct marketing the methods and the markets Richard N. Miller |
| title_fullStr | Multinational direct marketing the methods and the markets Richard N. Miller |
| title_full_unstemmed | Multinational direct marketing the methods and the markets Richard N. Miller |
| title_short | Multinational direct marketing |
| title_sort | multinational direct marketing the methods and the markets |
| title_sub | the methods and the markets |
| topic | Export marketing -- Management Direct marketing -- Management Internationales Marketing (DE-588)4125431-4 gnd Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Export marketing -- Management Direct marketing -- Management Internationales Marketing Direktmarketing |
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