Optimising the effect of hybrid marketing campaigns

The Internet makes it easier to break target groups down to the level of 'one to one' marketing. Although this marketing dream is definitively a technical possibility, in practice it appears to be very difficult.

Optimising The Effect Of Hybrid Marketing Campaigns

Jeroen ReitbergPro Active International andMeta MenkveldTPG Post

Introduction

In the rich history of media research, it is striking that print and other media like newspapers, magazines, radio and television...

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