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Directory of Micromarketing Resources

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Micromarketing uses information about local areas for applications such as targeting direct marketing, analysing customer loyalty, branch location, planning merchandise mix,or turnover forecasts. The information for this analysis is usually derived from a database of lifestyle surveys and/or census demographics. The basic principle is that people who live in similar areas will, to some degree, have similar purchasing power and spending habits. This idea allows one to build mathematical models predicting likely purchasing behaviour.

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