The Rise of Micromarketing
Journal of Business StrategyPublished 1 June 1990
Spencer L. Hapoienu
Citations18
SJR quartileQ1
SJR score0.91
SNIP1.07
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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
Business, Management and Accounting