Direct Marketing Infrastructure: An Indicator of Direct Marketing Potential in Foreign Markets
Journal of Interactive Marketing, Vol. 2, No. 1 (Winter 1988): 13-27. DOI.
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.