Business Services Industry
Rodale press: charting its course.(includes related article on the magazine 'Men's Health's global marketing)(Rodale Books International)(Cover Story)
Target Marketing, June, 1999 by Yorgey, Lisa A.
A market-by-market approach helped this publisher build its direct business overseas
The pursuit of good health is as universal as the common cold. So when Rodale's book division identified the opportunity international markets held, it choose a product with widespread appeal - "The Doctors Book of Home Remedies." Its plan: to build off its U.S. success, market by market.
THE EMBARKMENT
The rule of thumb in international direct marketing is if a product does well in the United States, it will likely do well overseas. This made "The Doctors Book of Home Remedies" an ideal product to launch into global markets because it had already sold more than 12 million copies in the United States. The challenge, according to Lynn Gavett, vice...
Most Recent Business Articles
- Multiple criteria evaluation and optimization of transportation systems
- Multi-criteria analysis procedure for sustainable mobility evaluation in urban areas
- A two-leveled multi-objective symbiotic evolutionary algorithm for the hub and spoke location problem
- Multi-criteria analysis for evaluating the impacts of intelligent speed adaptation
- The development of Taiwan arterial traffic-adaptive signal control system and its field test: a Taiwan experience
Most Recent Business Publications
Most Popular Business Articles
- 7 tips for effective listening: productive listening does not occur naturally. It requires hard work and practice - Back To Basics - effective listening is a crucial skill for internal auditors
- FAS 109: a primer for non-accountants - Financial Accounting Standards Board's "Statement 109: Accounting for Income Taxes"
- LIFO vs. FIFO: a return to the basics
- Too Young to Rent a Car? - 25-years-old the minimum age for car renting - Brief Article
- Design a commission plan that drives sales - Sales Commissions
Presented by American Express