2012-05-01
Strategic ambiguity in minority targeting
Publication
Publication
RSM Discovery - Management Knowledge , Volume 10 - Issue 2 p. 15- 17
Ambiguous cues in advertising offer companies the chance to reach multiple consumer segments with the one economical campaign. ‘Purposeful polysemy’ can indeed be an effective strategy – but it may not always deliver what it promises.
| Additional Metadata | |
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| hdl.handle.net/1765/40040 | |
| RSM Discovery Magazine Collection | |
| RSM Discovery - Management Knowledge | |
| Organisation | Rotterdam School of Management (RSM), Erasmus University |
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Puntoni, S., Vanhamme, J., & Visscher, R. (2012). Strategic ambiguity in minority targeting. RSM Discovery - Management Knowledge, 10(2), 15–17. Retrieved from http://hdl.handle.net/1765/40040 |
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