Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/14687
Title: The Internet As a Micro Marketing Tool- Targeting Consumers Through Preferences Revealed in Music Newsgroup Usage
Authors: Eugene Sivadas
Rajdeep Grewal
Keywords: ("micro marketing")
Targeting Consumers.
Issue Date: 1998
Publisher: Journal of Business Research
Abstract: Recent developments in information technology have created new opportunities for marketers to target consumers more precisely. The advent of the information superhighway, for example, has begotten the intriguing possibility of identifying and serving very narrow segments of consumers ("micro marketing") on the basis of interests and preference reflected in their Internet usage.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/14687
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