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Target marketing The Logic Of It All

Target marketing The Logic Of It All Considers the successful implementation of a target marketingstrategy by a small US firm introducing a new insecticide brand.Examines how the market was broken down by geography, ethnic group anddemography, and how this was used to target consumers throughadvertising. Surmises that target marketing allows small firms withlimited resources to successfully make an impact against bigger playerswith greater resources. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Target marketing The Logic Of It All

Journal of Consumer Marketing , Volume 9 (3): 4 – Mar 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210035198
Publisher site
See Article on Publisher Site

Abstract

Considers the successful implementation of a target marketingstrategy by a small US firm introducing a new insecticide brand.Examines how the market was broken down by geography, ethnic group anddemography, and how this was used to target consumers throughadvertising. Surmises that target marketing allows small firms withlimited resources to successfully make an impact against bigger playerswith greater resources.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Mar 1, 1992

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