Abstract:
This article argues that social and technological events in South Africa are leading to the
development of the direct marketing industry. The article reviews various social and
technological aspects as well as the influence that government intervention has on the direct
marketing industry, especially in terms of legislation regarding privacy. The role of the South
African Post Office is put under the spotlight since the direct marketing industry is very reliant
on the Post Office. The opportunities presented by the information age are discussed and future
growth areas highlighted. Although this paper mainly concentrates on direct marketing, it also
tries to explain the potential role of direct marketing in an economic system approach, as a
driving force of economic progress in developing countries.
