Marketing Science and Technology: Part I -- Unique Identification

by Edmund W. Schuster, Stuart J. Allen, David L. Brock

This Executive Update is the first of two that explore the impact of technological innovations on marketing practices. Here in Part I, we focus on the role that unique identification systems, specifically the electronic product code (EPC), play in increasing revenue for businesses. In Part II, we will analyze the details and value of spatial diffusion along with a more detailed discussion of data.

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Marketing Science and Technology: Part I -- Unique Identification15 March 2007