Poland's DM on the launching pad, ready for take-off

Article Abstract:

The direct marketing industry in Poland is still in the take-off stage, despite high response rate, which is one of the highest in the world, that range from 15% to 40% on average. Poland is the most attractive DM marketing Eastern Europe because of the country's size and a per capita GDP of $3,500.Three big mail order houses already set up in Poland, composed of Bertelsmann, Otto Versand and Quelle. However, among the challenges in setting up a DM business in Poland are the country's low purchasing power and lack of legal regulation. SMB, the Polish Direct Marketing Association, is continuously pushing for legal protection in the industry and the restoration of the industry's image in Poland.

Market information - general, Poland, Direct Marketing

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Spanish DM grows at home, looks to Latin America, Europe

Article Abstract:

The direct-marketing business of Spain enjoyed in 1997 a 6.8% increase in generated revenues to $2.2 billion. The Spanish direct-marketing industry controls a 25% share of the country's total outlays for advertising initiatives. The online commerce and telemarketing sectors also enjoyed steep revenue growth, though their overall market size continues to be small. Online commerce enjoyed in 1997 a 90% revenue increase to $13.5 million, while the telemarketing sector enjoyed in 1997 an 18% revenue increase to $111 million.

Forecasts, trends, outlooks, Sales & consumption, Spain

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