oa Journal of Marketing - Marketing in an age of consumer collaboration : when the consumer controls the marketing : services SETA

Volume 2010, Issue 06
  • ISSN : 1811-9565



In the early 1990s it was predicted that information technology would give marketers hitherto unprecedented power over consumers, permitting them to finely target individualized messages to customers, and to gauge and fine-tune responses in real-time. The advent of web sites was expected to put this into overdrive, with IT acting as the night-vision sights that would permit marketers to hunt customers much as skilled marksmen stalk prey.

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