Direct Marketing Issues in Emerging Markets—Review and Proposition

Mahuya Adhikary () and Atanu Adhikari ()
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Mahuya Adhikary: Budge Institute of Technology
Atanu Adhikari: Indian Institute of Management Kozhikode

Chapter Chapter 6 in Services Marketing Issues in Emerging Economies, 2020, pp 59-73 from Springer

Abstract: Abstract The advent of several traditional and non-traditional communications has prompted many manufacturers and retailers in emerging economies to redesign their traditional marketing channel structures by engaging in direct marketing routes. This chapter demonstrates the impact of direct marketing on consumer behaviour in emerging markets. We primarily illustrate how direct marketing affects the degree to which customers accept direct communication as a substitute and complement of indirect communication for buying at a traditional store or an online platform. In this chapter, we develop the related theory, a scholastic argument, and bring several propositions related to direct marketing effects in emerging economies.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-15-8787-0_6

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DOI: 10.1007/978-981-15-8787-0_6

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