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International dialog for successful acquisition of new customers

In: International Direct Marketing

Author

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  • Thomas Nagel

Abstract

Internationalization offers both small and medium-sized companies countless opportunities. Direct marketing is a good way to open up new markets overseas. The risks of internationalization can be minimized by using direct marketing. By explaining key strategic and operational issues, this article will demonstrate how these opportunities can be developed systematically. In the context of the direct marketing strategy, the selection of the appropriate direct marketing media is of great importance. This will vary according to the target group, industry and product, and will also depend on the target country.

Suggested Citation

  • Thomas Nagel, 2007. "International dialog for successful acquisition of new customers," Springer Books, in: Manfred Krafft & Jürgen Hesse & Jürgen Höfling & Kay Peters & Diane Rinas (ed.), International Direct Marketing, chapter 3, pages 77-97, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-39632-1_5
    DOI: 10.1007/978-3-540-39632-1_5
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    Cited by:

    1. Gázquez-Abad, Juan Carlos & Canniére, Marie Hélène De & Martínez-López, Francisco J., 2011. "Dynamics of Customer Response to Promotional and Relational Direct Mailings from an Apparel Retailer: The Moderating Role of Relationship Strength," Journal of Retailing, Elsevier, vol. 87(2), pages 166-181.

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