International Direct Marketing of the selected company

Ing. Laura Hošek, MBA

Bachelor's thesis

Abstract:

In this Bachelor Thesis, a collection of theoretical denominators about International Direct Marketing is reviewed. There is a special focus on providing a comprehensive overview of a variety of Direct Marketing tools and on explaining the differences between them. Furthermore, the essential aspect regarding the uniqueness of this marketing discipline is explained, particularly based on the precise measurability and the resulting monitoring efficiency. Direct Marketers crossing national borders and operating on an international level are considered in depth and have also served as an inspiration for the respective case study of this Bachelor Thesis. The practical part of this Thesis is the result of extensive consultations and data analyses of company X, who is an international corporation operating in the IT field. Its kind contribution of information and campaign data made it possible to observe international phenomena within the field of electronic Direct Marketing mailing campaigns that are presented further down in this Thesis. The essence of the data analysis refers to the relation between the national Purchasing Power Parity and the efficiency of an electronic Direct Marketing mailing campaigns in three countries.

Abstract:

In this Bachelor Thesis, a collection of theoretical denominators about International Direct Marketing is reviewed. There is a special focus on providing a comprehensive overview of a variety of Direct Marketing tools and on explaining the differences between them. Furthermore, the essential aspect regarding the uniqueness of this marketing discipline is explained, particularly based on the precise measurability and the resulting monitoring efficiency. Direct Marketers crossing national borders and operating on an international level are considered in depth and have also served as an inspiration for the respective case study of this Bachelor Thesis. The practical part of this Thesis is the result of extensive consultations and data analyses of company X, who is an international corporation operating in the IT field. Its kind contribution of information and campaign data made it possible to observe international phenomena within the field of electronic Direct Marketing mailing campaigns that are presented further down in this Thesis. The essence of the data analysis refers to the relation between the national Purchasing Power Parity and the efficiency of an electronic Direct Marketing mailing campaigns in three countries.

Keywords

Direct Marketing (DM), International Direct Marketing (IDM), Cross-nationality in Marketing, Traditional Mailing, National Purchasing Power Parity (PPP), Click-through Rate, Open Rate, Electronic Mailing, Telemarketing, Social Network Marketing, Retargeting, Banner Blindness, Response Rate, Cost of Acquisition, Conversion Rate, Return on Investment

Language used: English

Date on which the thesis was submitted / produced: 30. 4. 2015

Thesis defence

• Date of defence: 25. 6. 2015
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: M.A. Ondřej Kotouč

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication & Bachelor of Science in Business Administration