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Direct Marketing Issues in Emerging Markets—Review and Proposition

In: Services Marketing Issues in Emerging Economies

Author

Listed:
  • Mahuya Adhikary

    (Budge Institute of Technology)

  • Atanu Adhikari

    (Indian Institute of Management Kozhikode)

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.

Suggested Citation

  • Mahuya Adhikary & Atanu Adhikari, 2020. "Direct Marketing Issues in Emerging Markets—Review and Proposition," Springer Books, in: Atanu Adhikari (ed.), Services Marketing Issues in Emerging Economies, chapter 0, pages 59-73, Springer.
    • Handle: RePEc:spr:sprchp:978-981-15-8787-0_6
    DOI: 10.1007/978-981-15-8787-0_6
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