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Target marketing: The Logic Of It All

Kenneth M. Freeman (Vice President of Marketing for Reckitt & Colman Household Products)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 1992

Abstract

Considers the successful implementation of a target marketing strategy by a small US firm introducing a new insecticide brand. Examines how the market was broken down by geography, ethnic group and demography, and how this was used to target consumers through advertising. Surmises that target marketing allows small firms with limited resources to successfully make an impact against bigger players with greater resources.

Keywords

Citation

Freeman, K.M. (1992), "Target marketing: The Logic Of It All", Journal of Consumer Marketing, Vol. 9 No. 3, pp. 15-18. https://doi.org/10.1108/07363769210035198

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited