The Rise of Micromarketing
- 1 June 1990
- journal article
- Published by Emerald Publishing in Journal of Business Strategy
- Vol. 11 (6) , 37-42
- https://doi.org/10.1108/eb039387
Abstract
As a nation's purchasing options multiply, mass marketing techniques become less and less effective: As a result, companies may have to place more reliance on multiple‐option marketing.Keywords
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