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.
Recommended Citation
Akhter, Syed, "Direct marketing infrastructure. An indicator of direct marketing potential in foreign markets" (1988). Marketing Faculty Research and Publications. 222.
https://epublications.marquette.edu/market_fac/222
Comments
Journal of Interactive Marketing, Vol. 2, No. 1 (December 1988): 13-27. DOI.