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| Author: | Desmet, P. Xardel, D. |
| Title: | Challenges and pitfalls for direct mail across borders: the European example |
| Journal: | Journal of Direct Marketing
1996 : SUMMER, VOL. 10:3, p. 48-60 |
| Index terms: | DIRECT SELLING DIRECT MAIL ECONOMICS |
| Language: | eng |
| Abstract: | Mail order companies continue their development in Europe, often operating simultaneously in different countries. Both globalization efforts and liberalization from public monopolies can be observed. Logistics and cross-border organizations play a key role, as does consideration of market specifics for each country. Distance is no longer the most important factor in direct mail because crossing national and cultural frontiers complicates not only marketing communication but also the logistics of product and information flow. |
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