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Keywords: Segmentation
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Journal Articles
Interactive services: how to identify and target the new markets
Available to Purchase
Journal of Marketing Practice: Applied Marketing Science (1996) 2 (3): 44–67.
Published: 01 September 1996
... which contributes to the discourse on segmentation with a view to targeting. Tests the hypothesis that there is a relationship between the early adoption of previous technological innovations introduced over the past 15‐20 years and the predisposition to use new interactive services. The results...
