The Rise of Micromarketing

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