Abstract
When visiting a marketing conference, it is very likely that at some point the allegory of the “Tante-Emma-Laden” is mentioned. People in the middle of the 20th century shopped in such a small general store. “Tante Emma” stands for customer focused individual information.
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© 2016 Springer Fachmedien Wiesbaden
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Hüttenrauch, B. (2016). Strategic motivation for data augmentation. In: Targeting Using Augmented Data in Database Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-14577-4_2
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DOI: https://doi.org/10.1007/978-3-658-14577-4_2
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-14576-7
Online ISBN: 978-3-658-14577-4
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