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Volume 11, Issue 6
1 June 1990
Journal of Business Strategy Cover Image for Volume 11, Issue 6
Review Article| June 01 1990

The Rise of Micromarketing

Spencer L. Hapoienu
Spencer L. Hapoienu
Manager Director of SAGE Worldwide, Inc. (a division of Ogilvy & Mather) in New York City
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1197
Print ISSN: 0275-6668
© MCB UP Limited
1990
Journal of Business Strategy (1990) 11 (6): 37–42.
https://doi.org/10.1108/eb039387

As a nation's purchasing options multiply, mass marketing techniques become less and less effective: As a result, companies may have to place more reliance on multiple‐option marketing.

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© MCB UP Limited
1990
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