RT Journal Article
SR Electronic
T1 The Problem with Micro-Marketing
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 55
OP 58
DO 10.2501/JAR-40-4-55-58
VO 40
IS 4
A1 Christopher Preston
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/4/55.abstract
AB This paper argues that the shift away from mass-media advertising and its underlying message to consume, towards micro-marketing, has the potential to erode society's current motivation to consume.