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