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| Author: | Tapp, A. Clowes, J. |
| Title: | From "carefree casuals" to "professional wanderers": segmentation possibilities for football supporters |
| Journal: | European Journal of Marketing
2002 : VOL. 36:11-12, p. 1248-1269 |
| Index terms: | Effectiveness Football Marketing Segmentation |
| Language: | eng |
| Abstract: | Experience from direct marketing practice suggests that segments based on customer value and customer benefits sought often lead to successful strategies. Accordingly, the authors of this article look to utilise these variables to complement the traditional use of geo-demographic and psychographic approaches. Using a mixed qualitative and survey based approach, an exploration of football supporters was undertaken with the objective of identifying segmentation opportunities. |
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