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Divide and Conquer: Target Your Customers Through Market Segmentation

ISBN: 978-0-471-17633-6
Hardcover
240 pages
June 1998
List Price: US $47.50
Government Price: US $24.22
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Divide and Conquer: Target Your Customers Through Market Segmentation (0471176338) cover image
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HARRY WEBBER is the founder and head of the world-renowned SMART Communications, Inc. (Selective Marketing Advertising Research Technologies), one of the first selective-marketing agencies. Webber's client roster has included Ford, Sears, Pepsi, Disney, UPN, KFC, Turner Home Entertainment, Sears, Denny's, AT&T, and Dr Pepper, to name just a few. Before founding SMART, in 1986, Webber worked for several major-league advertising firms, including Young & Rubicam, Inc.; Wells Rich Greene; McCann-Erickson; and Leo Burnett, where he masterminded such memorable campaigns as "I am stuck on Band-Aid."

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