Abstract
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 | Sustainable management and marketing |
Editors | Dewi Tojib |
Place of Publication | Australia |
Publisher | ANZMAC |
Pages | 1-7 |
Number of pages | 7 |
ISBN (Electronic) | 1863081585 |
Publication status | Published - 2009 |
Event | Australian and New Zealand Marketing Academy Conference - Monash University, Melbourne, Australia Duration: 30 Nov 2009 → 02 Dec 2009 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Country | Australia |
City | Melbourne |
Period | 30/11/09 → 02/12/09 |