Target marketing: The Logic Of It All

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.

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