International Direct Marketing: Export Value Chain, Transaction Cost, and the Triad

Document Type


Publication Date

Spring 1996

Source Publication

Journal of Direct Marketing

Source ISSN



Within the context of recent technological, economic, political, and social developments, this article covers the following: market entry strategies and international direct marketing, export value chain and transaction cost analysis for judging the effectiveness of international direct marketing, the drivers encouraging the growth of international direct marketing, and the Triad and international direct marketing. © 1996 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.


Journal of Direct Marketing, Vol. 10, No. 2 (Spring 1996): 13-23. DOI.