Trends in consumer segmentation

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Higgs, Bronwyn and Ringer, Allison (2007) Trends in consumer segmentation. In: Australia New Zealand Marketing Academy, 3-5 Dec 2007, Dunedin, New Zealand.

Abstract

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)
URI https://vuir.vu.edu.au/id/eprint/874
Subjects Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords consumer segmentation, hyper segmentation, finer segmentation, addressable marketing, behavioural targeting
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