Direct marketing infrastructure. An indicator of direct marketing potential in foreign markets
Journal of Interactive Marketing
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.
Akhter, Syed, "Direct marketing infrastructure. An indicator of direct marketing potential in foreign markets" (1988). Marketing Faculty Research and Publications. 222.