Assessment of direct marketing's asian potential (ADMAP)

Abstract

Rapid development of the Asian marketplace has provided opportunities for application of western marketing techniques. A suggested model for the Assessment of Direct Marketing's Asian Potential (ADMAP) encompasses the identification of a specific market or markets in the Asian context, the examination of facilitator factors such as economic, educational, social , and technological development and inhibitor factors such as structural and cultural aspects, and the

development of concomitant strategtes for a- bating the inhibitor factors and maximizing

facilitator factor advantages in the initiation of direct marketing activities.