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Challenges and pitfalls for direct mail across borders: the European example

Desmet, Pierre; Xardel, Dominique (1996), Challenges and pitfalls for direct mail across borders: the European example, Journal of Direct Marketing / Journal of Interactive Marketing, 10, 3, p. 48-60. 10.1002/(SICI)1522-7138(199622)10:3<48::AID-DIR4>3.0.CO;2-Y

Type
Article accepté pour publication ou publié
Date
1996
Journal name
Journal of Direct Marketing / Journal of Interactive Marketing
Volume
10
Number
3
Pages
48-60
Publication identifier
Metadata
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Author(s)
Desmet, Pierre
ESSEC Business School
Xardel, Dominique
ESSEC Business School
Abstract (EN)
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.
Subjects / Keywords
catalog; europe; borders; globalization; markets
JEL
N24 - Europe: 1913–
L82 - Entertainment; Media
L22 - Firm Organization and Market Structure