One-to-one marketing

What is the difference between ‘mass customisation’ and ‘one-to-one marketing’?

1. What are the implications of one-to-one marketing for the communications strategy of a firm?

2. Identify and discuss problems associated with assessing advertising effectiveness in foreign markets.

3. Compare domestic communication with international communication. Explain why ‘noise’ is more likely to occur in the case of international communication processes.

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