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Direct Marketing Issues in Emerging Markets—Review and Proposition

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Services Marketing Issues in Emerging Economies

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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.

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Author information

Authors and Affiliations

  1. Budge Institute of Technology, Kolkata, India

    Mahuya Adhikary

  2. Indian Institute of Management Kozhikode, Kozhikode, Kerala, India

    Atanu Adhikari

Authors
  1. Mahuya Adhikary
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  2. Atanu Adhikari
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Correspondence to Mahuya Adhikary .

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  1. IIMK Campus, Indian Institute of Management, Kozhikode, India

    Atanu Adhikari

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Adhikary, M., Adhikari, A. (2020). Direct Marketing Issues in Emerging Markets—Review and Proposition. In: Adhikari, A. (eds) Services Marketing Issues in Emerging Economies. Springer, Singapore. https://doi.org/10.1007/978-981-15-8787-0_6

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