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| Author: | Bailey, C. (et al.) |
| Title: | Segmentation and customer insight in contemporary services marketing practice: Why grouping customers is no longer enough |
| Journal: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 227-252 |
| Index terms: | marketing market segmentation customer relations service |
| Language: | eng |
| Abstract: | This study explores market segmentation (hereafter as: m-sgm.) in the services and product-service systems context using 25 interviews in five U.K.-based companies, emphasizing practical considerations in implementing market segmentation programs. Using a variety of segmentation bases, m-sgm. is still seen as essential for customer selection, proposition development and mass communication. However, interactive and addressable communications with individual customers are increasingly based on individualized customer analytics and propensity modelling etc. |
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