Arthur Heydendael

U.S. Marketers still have room to grow in global markets; they just need to rethink their strategy. By Lisa Yorgey Lester Press headlines have led many U.S. direct marketers to believe international direct marketing is all doom and gloom. But quite the opposite is true. Despite the reluctance of many companies to take the risk associated with global expansion, direct marketers have continued to achieve higher response rates abroad. What's more, new trade agreements will open untapped and underserved markets for U.S. exports. As direct marketing began to grow worldwide in the 1990s, it became a new avenue of expansion for U.S. mailers. As

Adieu, Franc! Bonjour, Euro! By Lisa Yorgey Fireworks, parades and great fanfare marked France's adieu to the franc, a currency in circulation in its current form for more than 200 years. The Germans were a bit more pragmatic in their lebe woh—or goodbye—to the deutsche mark and let it quietly retire, reports Sascha Fuhren, marketing director, Deutsche Post. In total, about 304 million people living within 12 European countries have bid a fond farewell to their national currencies and embraced the euro. The Changeover The three-year transitional phase for the euro currency came to an end on Jan. 1, 2002. Euro cash

Made up by the countries of Luxembourg, Belgium and the Netherlands, the Benelux is home to a well-developed direct marketing infrastructure. Combine that with its central location and you have a region worthy of consideration, as a target market as well as an entrance to the European continent. The Benelux is a good point of entry to Europe for three key reasons: 1. Direct marketing infrastructure: It has a "super infrastructure, not only for the region itself, but as a springboard for the rest of Europe," points out Jim Foster, managing director of DMC International. "The direct marketing infrastructure is in

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