Detail Cohorts II : A New Approach to Market Segmentation   Oleh:  Bickert, Jock Jenis: Article from Bulletin/Magazine Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 5 (1997), page 362-379. Topik: market segmentation; customer profiling; market segmentation; stereotyping Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Asserts that when faced with complex motives and behavior, humans tend to simplify and generalize in order to make sense of a bewildering set of complexities. Categorical systems are standard tools for boiling down the diversity of human behavior into manageable pockets (market segments) that allow us to predict future behavior. Discusses the merits of this process and also the risks of oversimplification. Examines examples of successful direct marketing to market segments, in particular the Cohorts II system, and makes suggestions as to how best to identify and reach market segments. Concludes by addressing current trends (e. g., using the Internet as a marketing medium) and how these will affect market segmentation. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved