Abstract
This paper offers a framework to identify key benefits, dimensions and trends associated with the internationalization of the direct marketing industry. It underscores the importance and need to carefully select products, segments and countries where direct marketing programs could be most effective. Further, the paper discusses recent development in global market segmentation and draws implications for future expansion of direct marketing in world markets.
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Robles, F., Hassan, S.S. (2015). Reaching Global Market Segments with Direct Marketing. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_29
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DOI: https://doi.org/10.1007/978-3-319-17049-7_29
Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-17049-7
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