Notice of RetractionManaging targeted and non-targeted customers

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

Targeting marketing efforts to certain groups will increase the likelihood to meet their needs significantly. As a result, there are customers who are being targeted and customers who are not targeted. The current research provides insights into the perceptual differences between the targeted and non-targeted. The purpose is to deepen our understanding of the impact of multiple marketing offerings on the two groups of customers, in this case in the retailing sector. A mixed method research methodology is adapted to test the perceptual differences between the two groups. Initial findings reveal the importance of managing both the targeted and non-targeted groups using different marketing offerings depending on their situation.