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- W2003060960 abstract "Significant change in segmenting and targeting markets over the last decade or so is the theme here. The paper is composed of several story‐lines that later merge. For example, there is the tracing of the progression from demographics to psychographics and then to geo‐demographics. In parallel with this is the trend toward “individualism” an implication here is that customers want to be treated as individuals. Another line in the story concerns marketing's search for greater discriminatory and targeting power of segmenting bases and this leads to the increasing use of information technology in more personalized market research and in the use of databases. So, we may increasingly want to be treated as individuals and at the same time technology is not only providing marketers with more individualized market information but also with the means to target us as individuals. For a final explanation of the title, read on!" @default.
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- W2003060960 title "Domesday marketing? From an inaugural lecture" @default.
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