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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




The purpose of this paper is to offer an assessment of the international direct marketing environment.


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.


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.


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.



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.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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