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Read:
Dolnicar, S., & Leisch, F. (2017). Using segment level stability to select target segments in data-driven market segmentation studies. Marketing Letters, 28(3), 423–436. http://www.jstor.org/stable/45214417
Chapters 5 and 11 of the textbook (Tanner, J. & Raymond, M.A. (2016). Principles of marketing. Open Textbooks for Hong Kong. Licensed under a Creative Commons by-nc-sa. Read online at: https://www.opentextbooks.org.hk/ditabook/16010)
MindTools. (n.d.). Segmentation, targeting and positioning (STP) model: What Is the STP process in marketing? Retrieved from https://www.mindtools.com/pages/article/stp-model.htm
Quadracci, J. (2019, February 19). Is your integrated marketing campaign truly integrated? Harvard Business Review. Retrieved from https://hbr.org/sponsored/2019/02/is-your-integrated-marketing-campaign-truly-integrated
Weedmark, D. (2021, May 28). Example of one-to-one marketing. CHRON. Retrieved from https://smallbusiness.chron.com/example-onetoone-marketing-81699.html
Zerbini, F. (2017). CSR Initiatives as Market Signals: A Review and Research Agenda. Journal of Business Ethics, 146(1), 1–23. http://www.jstor.org/stable/45022301
For the ESSAY:
Don Peppers and Martha Rogers developed the concept of One-to-One Marketing in 1994.
Outline the steps companies need to take to engage in one-to-one marketing with their customers.
***Note: Be sure to use in-text citation and provide references for your sources, including textbooks.
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