Global planning to pinpoint local targets How DHL Global Mail introduced an integrated direct marketing campaign in 14 countries

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. © 2007 Springer-Verlag Berlin Heidelberg.