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 of Consumer Marketing – Emerald Publishing
Published: Mar 1, 1992
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