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Do radio stations in New Zealand target successfully?

Winchester, Maxwell and Lees, Gavin (2012) Do radio stations in New Zealand target successfully? Australasian Marketing Journal, 21 (1). pp. 52-58. ISSN 1441-3582

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While segmentation by the majority of marketers is seen as a key strategic activity, the results of this research are consistent with prior studies that raise question as to the success of the ability of companies to implement segmentation strategies successfully.

Item Type: Article
Uncontrolled Keywords: ResPubID25559, ResPubID26675, segmentation, targeting, implementation, radio listening behaviour, listening patterns, audience profile, electronic media
Subjects: Current > FOR Classification > 1503 Business and Management
Current > FOR Classification > 2001 Communication and Media Studies
Historical > Faculty/School/Research Centre/Department > School of International Business
Historical > Faculty/School/Research Centre/Department > College of Business
Depositing User: Yimin Zeng
Date Deposited: 17 Oct 2013 04:47
Last Modified: 02 Mar 2020 04:02
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Citations in Scopus: 9 - View on Scopus

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