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| Author: | Winkleman, M. |
| Title: | Up close and personal |
| Journal: | Journal of Business Strategy
1993 : JUL-AUG, VOL. 14:4, p. 22-33 |
| Index terms: | AMERICA MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Has the mass market really fragmented , or has technology just given us the tools to break it apart? Either way, American business has hung its hat on the database and moved towards the ultimate in niche marketing: building relationships with individual consumers. Here's how to find them, what to say, and how to work this new approach into your strategic thinking. The mass market is dead. The database lives. Sales, marketing, product development - and the strategies that fuel them - will never be the same. |
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