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Reaching the international consumer An assessment of the international direct marketing environment

Reaching the international consumer An assessment of the international direct marketing environment Purpose – The purpose of this paper is to offer an assessment of the international direct marketing environment. Design/methodology/approach – This paper uses political, economic, social, and technological (PEST) analysis to investigate the business environment of international direct marketing. This framework is commonly used as a way of assessing the context of international marketing. Findings – Globalization, technological innovation, and the spread of free‐market governance have created new and interesting opportunities for managers who decide to use direct marketing to sell their products overseas. Practical implications – For managers considering international direct marketing, a careful assessment of market prospects and a thoughtful evaluation of the PEST environment should maximize potential opportunities while minimizing the risks associated with foreign markets. Originality/value – This paper provides an overview of the international direct marketing environment and can, therefore, be used by practioners in their efforts to shapes direct marketing strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

Reaching the international consumer An assessment of the international direct marketing environment

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930710734116
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to offer an assessment of the international direct marketing environment. Design/methodology/approach – This paper uses political, economic, social, and technological (PEST) analysis to investigate the business environment of international direct marketing. This framework is commonly used as a way of assessing the context of international marketing. Findings – Globalization, technological innovation, and the spread of free‐market governance have created new and interesting opportunities for managers who decide to use direct marketing to sell their products overseas. Practical implications – For managers considering international direct marketing, a careful assessment of market prospects and a thoughtful evaluation of the PEST environment should maximize potential opportunities while minimizing the risks associated with foreign markets. Originality/value – This paper provides an overview of the international direct marketing environment and can, therefore, be used by practioners in their efforts to shapes direct marketing strategy.

Journal

Direct Marketing: An International JournalEmerald Publishing

Published: Apr 3, 2007

Keywords: International marketing; Direct marketing

References