The impact of media fragmentation on audience targeting: An empirical generalisation approach

Journal of Marketing Communications

Volumn 17, Issue 1, 2011, Pages 51-67

  Nelson Field, Karen ^a   Riebe, Erica ^a  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

Author keywords

Audience segmentation; Differentiation strategy; Media fragmentation; Media planning; Targeting strategy

Indexed keywords

EID: 79251574399     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2010.484573     Document Type: Article

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