Lisal Yorgey

Lisal Yorgey
Case Study-Marketing into France (710 words)

By Lisal Yorgey When Wegener Direct Marketing decided to take its Info Service program into France, it started at ground zero. Citing differences between France and other European markets, Christine Zeigler, director of marketing, Wegener Direct Marketing France, says the company decided to launch "from scratch" rather than rely on customer information gleaned from companion programs in the United Kingdom, the Netherlands, Belgium and Germany, to name a few. This will allow it to determine the profile of its French customers based on an objective test, according to Ziegler, who explains that a back-end analysis of the response file will enable it to find