Segmentation and customer insight in contemporary services marketing practice: Why grouping customers is no longer enough

Journal of Marketing Management

Volumn 25, Issue 3-4, 2009, Pages 227-252

  Bailey, Christine ^a   Baines, Paul R ^b   Wilson, Hugh ^b   Clark, Moira ^c  

^a CISCO SYSTEMS   (United States)

^b CRANFIELD UNIVERSITY   (United Kingdom)

^c UNIVERSITY OF READING   (United Kingdom)

Author keywords

Customer analytics; Customer insight; Market segmentation; Propensity modelling; Services marketing

Indexed keywords

EID: 77957376126     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1362/026725709X429737     Document Type: Article

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