FIELDWORK - The Complexity of Identity - Unlike static demographic and psychographic techniques, identity marketing taps into the multi-layered and fluid nature of who customers are and who they want to be.
| Year of publication: |
2005
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|---|---|
| Authors: | Reed II, Americus ; Bolton, Lisa E. |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 46.2005, 3, p. 18-22
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