International direct marketing strategies: a US‐European comparison

International direct marketing has been around a long time in both the USA and western Europe. Yet both industries have evolved under different sets of circumstances. This 140‐company examination of US‐European international direct marketing strategies shows that US strategies seem to be affected by their relative geographic isolation, and tend towards standardization of foreign marketing mixes. European companies are generally more experienced international direct marketers and tend to be frequent adapters of non‐product elements of the marketing mix.