Ubiquitous Computing, Customer Tracking, and Price Discrimination

What is it about?

The availability and cost-efficiency of modern information and communication technology have made “interactive marketing” and individual customer addressability not only possible but economical. In 1991, Blattberg and Deighton Blattberg and Deighton [1991] defined the new frontiers for marketing opened by interactive computer technologies as the “age of addressability.” Today, ubiquitous computer systems make it possible for consumers and providers of services and goods to engage in repeated, seamless interactions regardless of their respective physical locations.

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