Reaching the international consumer

Abstract

PurposeThe purpose of this paper is to offer an assessment of the international direct marketing environment.Design/methodology/approachThis 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.FindingsGlobalization, 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 implicationsFor 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/valueThis 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.