The Rise of Micromarketing
Spencer L. Hapoienu
(Manager Director of SAGE Worldwide, Inc. (a division of Ogilvy & Mather) in New York City)
508
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.
Citation
Hapoienu, S.L. (1990), "The Rise of Micromarketing", Journal of Business Strategy, Vol. 11 No. 6, pp. 37-42. https://doi.org/10.1108/eb039387
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited