Trends and challenges of expanding internationally via direct marketing

Abstract

This article explores the perceptions and attitudes of direct marketing practitioners regarding entry and expansion into international markets. Obstacles to successful entry into foreign markets via direct marketing are identified and discussed as well as other strategic issues. This study, based on the responses of 233 direct marketing executives, reflects their experiences and attitudes. Comparisons are drawn between those firms currently engaged in international direct marketing and those firms not currently involved in this area. In particular, this research explores why some firms are less reluctant than others to enter international markets. Finally, this research examines the feasibility of employing a “global” versus a “local” strategy.