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| Author: | Dallmer, H. |
| Title: | Direct Marketing im Wandel |
| Journal: | Zeitschrift für Betriebswirtschaft
2002 : VOL. 72, Ergänzungsheft 1, p. 1-19 |
| Index terms: | DIRECT SELLING |
| Language: | ger |
| Abstract: | Direct marketing has shown considerable growth rates over the last decade and has exceeded the 40 billion DM border in 2000. The success of direct marketing attributes to five influencing factors and their interdependencies. These factors create a general framework which explains past and future developments in direct marketing. It consists of changes in demand and supply, as well as technological developments, legal issues and economical influences. |
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