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| Tekijä: | Maynard, M. Taylor, C. |
| Otsikko: | A comparative analysis of Japanese and U.S. attitudes toward direct marketing |
| Lehti: | Journal of Direct Marketing
1996 : WINTER, VOL. 10:1, p. 34-33 |
| Asiasana: | DIRECT SELLING JAPAN USA |
| Kieli: | eng |
| Tiivistelmä: | This study compares the current state of direct marketing in Japan and the U.S. Questionnaire responses were obtained from students of major Japanese and U.S. universities in order to test three hypotheses posed in this study: general attitude toward direct marketing; privacy issues; and environmental concerns. The results show that Japanese and U.S. respondents have similar levels of ambivalence toward direct marketing as well as concern toward environmental issues; and contrary to expectations, Japanese respondents more strongly express a concern about privacy. |
SCIMA