The heart of the target

Date of publication: July 1, 2000

Abstract:

This paper's main argument is that 'ethnic' and other forms of specific target marketing offer an opportunity for marketing efforts to be precise, relevant and coherent to suit various consumer search behavior patterns. Personal care products address the most potentially sensitive differences between individuals (highly visible differences as well as more subtle ones). We will show how marketing strategies can gain in consistency and success thanks to the demands of very specific target groups and the ensuing opportunity for empathy marketing.

  • PDF
  • This could also be of interest