Advances in Advertising Research (Vol. IV) pp 341-350 | Cite as
An Examination of The Effects of Message Content that Categorizes the Customer
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Abstract
Categorization of customers, in terms of market segmentation, is a fundamental point of departure for marketing. Many marketers have also been inspired by the idea that marketing messages should be tailored for selected target groups. Typically, with this approach, not only the product per se, but also the ways in which customers are addressed by marketing communications, should be adapted to various characteristics of the target group.
Keywords
Social Identity Social Category Category Membership Message Content Marketing Communication
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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