Opportunities and problems associated with direct marketing

Abstract

A research void exists in our understanding of how retailers view the opportunities and problems associated with direct marketing in the United States and in an international context. The purpose of this study was to identify and compare opportunities and problems associated with direct marketing in the US and overseas, as reported by US retailers. Opportunities and problems as they relate to technology, government regulation, consumer demand, cultural environment, resource availability, and competition, are analyzed and their implications discussed. Problems associated with government regulation were perceived to be particularly perplexing both in the US and in overseas markets. This would suggest the continuing need for active involvement in the public policy arena by direct marketers.

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