Att placera konsumenter i fack. En studie i kategoriserande direktmarknadsföring.

Sammanfattning: This thesis examines the extent to which segmentation and categorization in the context of direct marketing is an efficient way for a company to enhance its marketing effectiveness. The thesis is built on social identity and categorization theory, and tested by using statistical analysis. The conclusion is that segmentation and categorization is indeed an effective way of conducting marketing campaigns.