...Kevina Cody Purpose This paper attempts to contribute to an expanding body of literature that critically engages with both the theory and practice of market segmentation. Through the theoretical lens of liminality and its implicit elements, the notion of boundary creation inherent in age‐based...

...Dwane H. Dean Purpose The purpose of this paper is to examine whether young consumers, growing up during a time of cultural hybridization and at a time when the unisex hair salon has proliferated, will exhibit segments in their patronage likelihood toward a unisex hair salon staffed by young...

... can build customer loyalty online, analyse Web usage and segment users. It also cites several case studies of websites targeting children to highlight some individual company strategies, and mentions areas of concerns, such as data privacy online. Findings The Internet is an increasingly important...

... effectively. It looks at how kids are spending their time, their media consumption, their adoption of new technology and their attitudes. © MCB UP Limited 2001 Segmentation Trends Spending Media Attitudes New Technology Research K e y w o r d s : Segmentation, Trends, Spending, Media...

...) segmentation and targeting benefits, and brand positioning (personality) benefits. The findings have implications for public policy and industry practice. In policy terms, if the goal of tobacco advertising prohibitions is to denormalise smoking by restricting the positive promotional imagery of cigarettes...