Title

Direct marketing infrastructure. An indicator of direct marketing potential in foreign markets

Document Type

Article

Language

eng

Publication Date

12-1988

Publisher

Wiley

Source Publication

Journal of Interactive Marketing

Source ISSN

0892-0591

Abstract

International firms operating in overseas markets often face numerous channel-related problems which can adversely affect their performance. Direct marketing, by eliminating middlemen but not necessarily their functions, provides a feasible alternative for establishing marketing presence overseas. The international direct marketing potential of a target country can be determined by examining its global environmental trends and direct marketing infrastructure.

Comments

Journal of Interactive Marketing, Vol. 2, No. 1 (December 1988): 13-27. DOI.

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