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 language | English |
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Title of host publication | Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009: Sustainable Management and Marketing, 30 November-2 December 2009, Melbourne, Australia |
Publisher | ANZMAC |
Number of pages | 7 |
ISBN (Print) | 9781863081580 |
Publication status | Published - 2009 |
Event | Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → … |
Conference
Conference | Australian & New Zealand Marketing Academy. Conference |
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Period | 3/12/12 → … |
Keywords
- marketing
- market segmentation
- customer engagement
- consumer behavior