International Journal of Applied Science and Technology

ISSN 2221-0997 (Print), 2221-1004 (Online) 10.30845/ijast

Rationales of E-commerce in Direct Marketing: A Pragmatic Approach from Pakistan’s Perspective
Ghulam Yasin, Zia-Ur-Rehman, Muhammad Akram, Muhammad Farhan, Muhammad Ali Raza


This study aimed to highlight the growing importance of e-commerce for the area of direct marketing as well as to explain the relationship between direct marketing and e-commerce, and factors that affect marketers while achieving marketing objectives. This study is based on general review approach consisted on various viewpoints presented by previous studies. The key findings of study were: e-commerce had has facilitated and facilitating the marketers to broaden customer base. Moreover, customer satisfaction and their loyalty levels are uplifting by adoption or adaptation of e-commerce technologies. It is also helpful for companies to enhance their sales and profit levels after realizing the growing usage of e-commerce for direct marketing activities in developing countries. Moreover, it is suggested to marketing department to focus on e-commerce driven marketing strategies rather traditional marketing strategies due to its prime benefits of direct marketing.


Full Text: PDF