To read the full version of this content please select one of the options below:

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

Timothy J. Wilkinson (College of Business, Montana State University – Billings, Billings, Montana, USA)
Anna McAlister (UQ Business School, The University of Queensland, St Lucia, Australia)
Scott Widmier (Department of Marketing and Professional Sales, Michael J. Coles College of Business, Kennesaw, Georgia, USA)

Direct Marketing: An International Journal

ISSN: 1750-5933

Article publication date: 3 April 2007

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.

Keywords

Citation

Wilkinson, T.J., McAlister, A. and Widmier, S. (2007), "Reaching the international consumer: An assessment of the international direct marketing environment", Direct Marketing: An International Journal, Vol. 1 No. 1, pp. 17-37. https://doi.org/10.1108/17505930710734116

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited