Research Note Consumer Addressability and Customized Pricing

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Yuxin Chen; Ganesh Iyer;
  • Journal: Marketing Science, volume 21, issue 2 November, pages 197-208
  • Identifiers: doi: 10.1287/mksc.
  • Subject: Customized Pricing, Direct Marketing, Database Marketing, Consumer Addressability, Marketing Information, Individual Marketing, Competitive Price Discrimination

The increasing availability of customer information is giving many firms the ability to reach and customize price and other marketing efforts to the tastes of the individual consumer. This ability is labeled as consumer addressability. Consumer addressability through so... View more
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