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| Author: | McDonald, W. J. |
| Title: | Developing international direct marketing strategies with a consumer decision-making content analysis |
| Journal: | Journal of Direct Marketing
1994 : VOL.8:4, p.18-27 |
| Index terms: | DIRECT RESPONSE MARKETING CONSUMER INFORMATION DECISION MAKING INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | An innovative international marketing tool for understanding multicountry consumer decision making is examined. Two interview studies are presented (from the USA and Germany), where need recognition, prepurchase search, evaluation of alternatives are analysed. The study makes theoretical and practical contributions to the field of international direct marketing showing that popular decision-making paradigms can be used to engage customers in a dialogue about decision making, and that these patterns can be analysed to produce characterizations of consumer thought processes and behaviour. |
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