Please use this identifier to cite or link to this item: https://ptsldigital.ukm.my/jspui/handle/123456789/773023
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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