Introduction

Under the guidance of its expert Editor and an eminent international Editorial Board, Journal of Targeting, Measurement and Analysis for Marketing has developed into one of the world’s leading forums for the latest thinking, techniques and developments on the measurement, analysis and targeting of marketing activities. Journal of Targeting, Measurement and Analysis for Marketing has established itself as a key bridge between applied academic research and commercial best practice, globally.

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Palgrave Macmillan and the editorial team have selected this set of papers from the archive of the Journal of Targeting, Measurement and Analysis for Marketing, to give a representative sample of the best of our content. These papers are available to read and download for free here.