Stiletto marketing: Segmenting innovative buyers of energy-efficient houses from other home buyers
Personal contact, including target mailing and word-of-mouth is effective for promoting energy-efficient houses. Market segmentation of individuals must coincide with when they plan to buy or build houses. The proposed use of this marketing strategy (called stiletto marketing) is backed up by a mail...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
2000
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI1399494 |