Do radio stations in New Zealand target successfully?

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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

Abstract

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.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/22258
DOI https://doi.org/10.1016/j.ausmj.2012.08.002
Official URL http://ac.els-cdn.com/S1441358212000493/1-s2.0-S14...
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
Keywords ResPubID25559, ResPubID26675, segmentation, targeting, implementation, radio listening behaviour, listening patterns, audience profile, electronic media
Citations in Scopus 9 - View on Scopus
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