... safety messages that will save lives and prevent injuries. © Emerald Group Publishing Limited 2016 Personality Advertising Consumers Market segmentation Advertising effectiveness Industry practitioners use various forms of communication to advertise their products. These advertised...

... market segments in three countries (China, Germany, and Turkey) based on several “green” attitude and behavior variables. Design/methodology/approach – A survey was administered in three countries, yielding a total of 1,415 valid survey responses. Findings – Four clusters, ranging from...

... in emerging Asian economies. This lack of information has also made effective market segmentation for green products difficult (Keegan and Green, 2000). In the developed countries, various tools for segmenting green consumers are already well established such as the NMI’s proprietary segmentation model...

.... Applied definitions are, however, often based on versions of Dalgic and Leeuw's (1994) (p. 42) definition: “positioning into small, profitable homogeneous market segments […] ignored or neglected by others.” It should be noted that niche marketing is related to concepts in other literatures on strategy...

... Publishing Limited 2012 With regard to segmentation methodology, Rinne and Swinyard (1995) divided market segmentation methods into two main approaches. Under the first, variables to be segmented are defined in advance (the “a priori approach” or “management‐driven approach”). This method was used...

...Ian Wilson; Maria Mukhina Purpose This exploratory study attempts to cast some light on the state of market segmentation and the issues faced by practitioners amongst a sample of Russian subsidiaries of Western multinational enterprises (MNEs) operating in fast‐moving consumer goods markets...

...Anthony A. Hines; Art Weinstein Purpose Sound target marketing leads to winning business strategies. While market segmentation is an intriguing academic concept, most B2B practitioners struggle with the design and implementation of such initiatives. This paper aims to illustrate an effective...

... examine if the findings can be replicated using behavioral measures. Practical implications Practitioners that plan to follow a resource‐based approach should consider the distinctive characteristics of the online market segments for an optimal allocation of marketing expenditure. Marketing...

...Arminda do Paço; Mário Raposo Purpose The purpose of this paper is to identify distinct market segments based on several environmental variables. Given the complexity and the range of variables that may determine the characterisation of these groups, as was made evident in the literature review...

... (psychology) Market segmentation Marketing strategy Referring to the paradox of oversupply of manufactured goods and services in developed economies, in their best selling book, Karaoke Capitalism, authors Ridderstrale and Nordstrom (2005) argue that while there are certainly more products...

.... the grey cosumer market) is growing in academic and managerial importance. © Emerald Group Publishing Limited 2008 Market segmentation Marketing management Marketing opportunities Malaysia Older consumers Decision making H3a. Malaysian older men have significantly different...

... Limited 2008 Organ donation Market segmentation Neural nets Modelling Egypt Since, the first kidney transplant operation was performed in 1954 (Cantwell and Clifford, 2000), advances in medical technology have transformed organ transplantation from an experimental treatment...

... at: pongsak@hoontrakul.com © Emerald Group Publishing Limited 2008 Cluster analysis Travel Tourism Market segmentation Thailand Data mining techniques like clustering, decision trees, etc. have been widely used for successfully segmenting and targeting customers across various...

... than those with less. © Emerald Group Publishing Limited 2007 Product innovation Consumer behaviour Finland Mobile communication systems Market segmentation The purpose of this paper is to investigate the factors characterising consumers who are relatively quick to take up...

... campaign, and hence a significant market segmentation variable. The methodology this involved studying groups of students with different personality types, and seeking to identify the relationship between responses to the available activities and personality. The outcome was a formal model of the processes...

..., segmentation, competitive analysis, customer analysis and customer relationships. Among these, market segmentation describes the selection of groups of people who will be most receptive to a service or product or, as defined by Green and Stager (2005) , the process by which a market is divided...

... to be gained from targeting such market segments. Design/methodology/approach The approach is critical review and analysis of the published literature. Findings This paper finds that, although the benefits of identifying innovative early adopters are not as strong and clear‐cut as is often claimed...

... for further research studies, potentially leading to a fruitful approach to the planning of “cross‐selling” initiatives. Regression analysis Market segmentation Financial services In issue number four of the current volume of Marketing Intelligence & Planning, three authors from...

... to the formulation and implementation of supply‐chain strategy. Research limitations/implications This promising innovation in market segmentation requires further study, and testing in the marketplace. Practical implications The proposed system is a usable aid to decision making. Originality/value...

... in behaviour across the segments identified, providing a basis on which marketing planners might differentiate marketing and communication strategies for particular products market segments. Originality/value The paper illustrates the adaptation of survival analysis methodology, familiar in other...