... Management , doi: 10.1108/JPBM-01-2020-2719 . © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Market segmentation Brand attachment Self-congruence Political ideology Brand positioning Corporate activism Keywords Brand resonance has...

...Tajinder Toor Purpose – This paper aims to present the importance of market segmentation and how it can be used to strategize effectively to penetrate deeper into the contact lens market. Design/methodology/approach – Market segment is a group of consumers with common needs, priorities...

... 1945‐3172. Consumer behaviour Consumer choice Information technology Marketing information Market segmentation New products Privacy Retailing Sales information Social media Most of us value our privacy, or so we say. When government departments want to gather statistics about...

... The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format. © Emerald Group Publishing Limited 2012 Market segmentation Marketing Energy sector Success...

... Publishing Limited 2012 Tobacco industry Brand management Advertising Corporate sponsorship Market share Consumer attitudes Brand image Market segmentation in the 1960s, emphasizing universality, dependability and market leadership; in the 1970s, stressing the brand's British...

...D.A. Griffith © Emerald Group Publishing Limited 2010 --> Convergence Institutional economics Market segmentation Marketing strategy Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5 Griffith D.A. Journal of World Business (UK...

...Thomas Fischer; Heiko Gebauer; Elgar Fleisch Purpose The article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment. Design/methodology/approach Data are collected and analyzed from about 25 international...

...O. Gadiesh © Emerald Group Publishing Limited 2008 --> China Consumer behaviour Corporate strategy Market segmentation Marketing strategy A battle for China’s good-enough market Gadiesh O. , Leung P. , Vestring T.  Harvard Business Review, September...

...A. Scott © Emerald Group Publishing Limited 2006 --> Market segmentation Marketing departments Marketing strategy Sales force Strategic alignment Factiva reshapes marketing for better lead generation Scott A. Journal of Organizational Excellence, Spring...

... recognizes the fact that not all skilled innovators necessarily work for you. © Emerald Group Publishing Limited 2005 Innovation New products Research and development Market segmentation Marketing intelligence In 2004 consumer products giant Proctor and Gamble (P&G) reported a 17...

... Although marketers in service industries face similar challenges to those in manufacturing, their approach to tackling these challenges can often be very different. A major US health insurance company has successfully applied conventional market segmentation techniques to better understand its...