Title: Multinational direct marketing
First published: 1995
Description: 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.

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.
Subjects: Management, Export marketing, Direct marketing
LC classification: HF1416 .M55 1995