haku: @indexterm Consumer behaviour / yhteensä: 2688
viite: 7 / 2688
| Tekijä: | O'Regan, M. (et al.) |
| Otsikko: | Optimizing market segmentation for a global mobile phone provider for both targeting and insight |
| Lehti: | Journal of Advertising Research
2011 : DEC, VOL. 51:4, p. 571-577 |
| Asiasana: | mobile phones market segmentation telecommunication international organizations consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | This paper describes a multi-country segmentation of the mobile telephony market conducted on behalf of Mobile Telesystems (MTS) in Russia, Ukraine, Belarus, Uzbekistan and Armenia. Objective of the segmentation was to maintain a common framework across all countries. The study relies on combined survey and billing data. |
SCIMA