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The Rise of Micromarketing
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Publications
The Rise of Micromarketing
The Rise of Micromarketing
SH
Spencer L. Hapoienu
Spencer L. Hapoienu
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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
RELIANCE
PURCHASING
RISE OF MICROMARKETING
MARKETING TECHNIQUES
OPTIONS MULTIPLY
MASS MARKETING
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Open Access
Cited by 10 articles