The Internet as a micro marketing tool: targeting consumers through preferences revealed in music newsgroup usage

Article Abstract:

The Internet can be used as an effective marketing tool to reach out to consumers with very focused interests, such as readers of music-related newsgroups. Readers of different newsgroups purchase sound recordings, attend concerts as well as listen to their particular kind of music. Marketers may enhance the receptiveness to communications by targeting consumers through Usenet groups because readers of a specific newsgroup are loyal buyers of products and services corresponding to that particular newsgroups.

Market Targeting & Approach, Methods, Usage, Internet, Marketing management, Market strategy

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Consumer involvement in services: a replication and extension

Article Abstract:

A study sought to ratify a product-derived involvement measure for a variety of service products, analyze the potential effect of several non-involvement variables linked with services on the understanding of consumer involvement and underscore the ramifications of consumer involvement for services research. The objective of the analysis was to build a theoretical bridge between established consumer behavior theory and the field of services marketing.

Consumer preferences

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