What are the limitations in the gathering of individual-level consumer information for direct marketing purposes?
The post-modern market is characterised by consumer individuality and eclecticism. Consumers are becoming time poor, better educated, sceptical of advertising, less brand loyal, have more product and service choice and expect personalised levels of service. Essentially, the fragmenting post-modern m...
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University of Huddersfield
2005
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.417295 |