It matters who “they” think you are: categorizing the customer in marketing communications and the effects on the customer

Magnus Söderlund, Claes-Robert Julander

Research output: Chapter in Book/Report/Conference proceedingConference contributionProfessional

Original languageEnglish
Title of host publicationThe changing roles od advertising : The 11:th ICORIA
EditorsSara Rosengren
Place of PublicationStockholm
PublisherStockholm School of Economics
Publication date2012
Pages119-122
Publication statusPublished - 2012
MoE publication typeD3 Professional conference proceedings
EventICORIA - , Sweden
Duration: 01.01.1800 → …

Keywords

  • 512 Business and Management

Cite this

Söderlund, M., & Julander , C-R. (2012). It matters who “they” think you are: categorizing the customer in marketing communications and the effects on the customer. In S. Rosengren (Ed.), The changing roles od advertising: The 11:th ICORIA (pp. 119-122). Stockholm School of Economics. http://issuu.com/ocieczek/docs/icoria