Emergent behaviour, triggers of change and customer engagement

Denise Jarratt, Ramzi Fayed

    Research output: Chapter in Book / Conference PaperConference Paperpeer-review

    Abstract

    ![CDATA[To date, there has been little attention given to the fundamental issue of how organisations might approach market segmentation, targeting and positioning in dynamically changing environments. An analysis of interview data and market research and strategy documentation provided by a major participant in the financial services sector revealed previous and current approaches to market segmentation, issues surrounding the strategic application of these traditional approaches, and key risk elements shaping emerging financial services markets. Scenarios capturing these key risk elements were co-produced by researchers and focus group participants, and an approach to customer engagement which captures the dynamic nature of customer behaviour through triggers affecting value-in-use of financial services was tested against those scenarios.]]
    Original languageEnglish
    Title of host publicationProceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009: Sustainable Management and Marketing, 30 November-2 December 2009, Melbourne, Australia
    PublisherANZMAC
    Number of pages7
    ISBN (Print)9781863081580
    Publication statusPublished - 2009
    EventAustralian & New Zealand Marketing Academy. Conference -
    Duration: 3 Dec 2012 → …

    Conference

    ConferenceAustralian & New Zealand Marketing Academy. Conference
    Period3/12/12 → …

    Keywords

    • marketing
    • market segmentation
    • customer engagement
    • consumer behavior

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