Journal of Targeting, Measurement and Analysis for MarketingSeptember 2002, Volume 11, Issue 2, pp 104–109 | Cite asEditorialAuthorsAuthors and affiliationsMark ShawEditorialFirst Online: 01 September 2002 24 Downloads Download to read the full article textCopyright information© Palgrave Macmillan 2002Authors and AffiliationsMark ShawThere are no affiliations available