Viking Office Products

U.S. Cataloger Marketing in Japan-Far From Over (891 words)
June 1, 2001

By Lisa Yorgey U.S. Catalogers marketing in Japan May have been deflated by recession, but they are not defeated. In the mid-1990s, direct marketers sought riches in Japan much like the miners of the California gold rush. The yen reached an all-time high against the U.S. dollar in 1995, and Japanese consumers indulged their appetite for American goods. With an exchange rate of approximately 85 yen to $1, it was incredibly inexpensive for Japanese consumers to buy merchandise from U.S. catalogers who, in turn, were selling American products in Japan hand over fist. The U.S. mail-order frenzy also was perpetuated by the Japanese

Viking Reaches the World By Web (1,864 words)
July 1, 2000

The lion's share of Internet users will live beyond U.S. borders come 2003. As reported by eMarketer's eGlobal Report, the number of active Internet users worldwide will increase 178 percent over the 1999 year-end total by 2003. It is projected there will be 361.9 million Internet users by then, nearly two-thirds of whom will live outside the United States. The growth of the Internet in the rest of the world spells unbridled opportunity for U.S. direct marketers with expertise in doing business globally. While it has taken down borders, the Internet hasn't changed the culture of your target audience. Here's a look at how

Designing a Global Blueprint (776 words)
June 1, 1999

By Lisa A. Yorgey The foundation of any successful international venture starts with a solid marketing strategy. Before you begin plotting, ask a simple question: Why do you want to expand? "Your answer will dictate your approach to the international market," says Stephen Miles, former European managing director at Lands' End, who was responsible for the cataloger's entry into the United Kingdom and Germany. According to Miles, who spoke to the U.S. Trade Mission to Europe headed by International Direct Marketing Consultants this past March, most companies decide to go international for one of two reasons—to boost sales or increase profits. Which reason governs

The Great Mentors (4,982 words)
October 1, 1998

Back In the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused method of reaching and selling customers; eventually direct marketing drew enough of a following to earn its own professional association and a trade journal. However, only in the past five years has direct marketing fanned out to touch nearly every company across this country—and even the world. For those who started out in this "industry," there weren't any college classes, associations or experts to learn from. No companies ran workshops, seminars or full-blown conferences on creating effective