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Title: | Assessment of direct marketing's asian potential (ADMAP) |
Authors: | John H. Summey Edith S. Summey Geraldine Meng-Lee Ho |
Editors: | William Lazer Eric H. Shaw Chow-Hou Wee |
Conference Name: | International Conference Series Volume IV 1989 |
Keywords: | Asian marketplace Western marketing techniques |
Conference Date: | 1989-07-16 |
Conference Location: | National University of Singapore, Singapore |
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. |
ISBN: | 0-939783-01-0 |
Pages: | 137-143 |
Call Number: | HF5411.B52 1989 katsem |
Publisher: | Academy of Marketing Science |
Appears in Collections: | Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding |
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