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Article: International mail order guide. (International Mail Order)
- Article from:
- Direct Marketing
- Article date:
- November 1, 1989
- Author:
CopyrightCOPYRIGHT 1989 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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INTERNATIONAL MAIL ORDER GUIDE
GLOBAL MARKETING:
EXPANSION VS. ACQUISITION
THE major difference between U.S.-based company mail order global market development and that of foreign-based companies has been between program-oriented expansion for U.S. companies and acquisition by foreign-based companies.
Models for U.S.-based company global mail order development have been established by companies expanding the geographic distribution of collectible and publishing programs such as:
* Franklin Mint -- Collectibles
* Reader's Digest -- Magazine Publishing, Book and Record Program