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| Author: | Mehta, R. Grewal, R. Sivadas, E. |
| Title: | International direct marketing on the internet : do internet users form a global segment? |
| Journal: | Journal of Direct Marketing
1996 : WINTER, VOL. 10:1, p. 45-58 |
| Index terms: | DIRECT SELLING INTERNATIONAL COMPUTER NETWORKS |
| Language: | eng |
| Abstract: | Much of the international marketing literature has focused on issues relevant to large multinational corporations. Many of these results are not useful to direct marketers. The international marketing literature has also ignored the implications of information technology for international marketing practice. In this article, the authors suggest that Information Technology can be used to identify a global segment to which goods and services can be marketed direct. They demonstrate that this global segment meets all criteria for an effective segment. |
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