haku: @indexterm MICROMARKETING / yhteensä: 10
viite: 10 / 10
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| Tekijä: | Hapoienu, S.L. |
| Otsikko: | The rise of micromarketing. |
| Lehti: | Journal of Business Strategy
1990 : NOV/DEC, VOL. 11:6, p. 37-42 |
| Asiasana: | MICROMARKETING |
| Kieli: | eng |
| Tiivistelmä: | 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. Micromarketing is satisfying the needs and wants of each customer segment by adapting and varying marketing elements and/or product performance. Micromarketing will not work within existing mass marketing-designed organizational structures. In order to achieve market success it requires a commitment to change. |
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