Monday, December 31, 2007


Micromarketing is another concept that I picked up during my participation in the AIMS 5th International Conference at Hyderabad during 27-30, 2007.

In my search on internet I came across an article in Journal of Marketing in 1982

The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model
Shelby D. Hunt, John J. Burnett
Journal of Marketing, Vol. 46, No. 3 (Summer, 1982), pp. 11-26

So the concept is old. But the emergence of emails and internet must have made it more cost effective.

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