Trends in consumer segmentation
Higgs, Bronwyn and Ringer, Allison (2007) Trends in consumer segmentation. In: Australia New Zealand Marketing Academy, 3-5 Dec 2007, Dunedin, New Zealand.
This paper reviews academic and practitioner literature to identify some of the emerging trends in consumer segmentation. Our review suggests that a number of specialised segmentations have recently emerged, each utilising different techniques, methodologies and data inputs relevant to their respective strategic intent.
|Item Type:||Conference or Workshop Item (Paper)|
|Uncontrolled Keywords:||consumer segmentation, hyper segmentation, finer segmentation, addressable marketing, behavioural targeting|
|Subjects:||RFCD Classification > 350000 Commerce, Management, Tourism and Services
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
|Depositing User:||Ms Bronwyn Higgs|
|Date Deposited:||14 Aug 2008|
|Last Modified:||23 May 2013 16:39|
|ePrint Statistics:||View download statistics for this item|
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