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| Author: | Ziliani, C. |
| Title: | Retail micro-marketing: strategic advance of gimmick? |
| Journal: | International Review of Retail, Distribution and Consumer Research
2000 : OCT, VOL. 10:4, p. 355-368 |
| Index terms: | Retailing Market research Market segmentation Direct selling Strategy Europe |
| Language: | eng |
| Abstract: | The paper deals with the concept of micro-marketing. According to it micro-marketing relates to ways of controlling environment complexity, facilitated by information technology and required by highly competitive markets. The second goal of this paper is to demonstrate that micro-marketing can build a sustained competitive advantage. The areas of strategy, organization, channel relationships, and customer satisfaction are examined. |
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