Chapter 5

1. Nash (2000).

2. It is possible thanks to, inter alia, mobile communications, GPS, or identification and localized systems with the use of RFID.

3. Kelly (2006).

4. BTL advertising activities are targeted at a specific customer and are not advertised in the mass media. BTL advertising media are targeted mainly at retailers and consumers. Direct mail and consumer promotion belong to the BTL category.

5. ATL marketing activities occur in the traditional areas of the mass media, such as radio, the press, posters, and external advertisements.

6. There is extensive literature on similarity measures, which refer to nearest-neighbor methods within pattern recognition algorithms. See Duda, Hart, and Stork (2000). For cluster analysis, Anderberg ...

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