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A practical yet meaningful approach to customer segmentation

A practical yet meaningful approach to customer segmentation This paper introduces the concept of the Customer Value Matrix, a customer segmentation approach that is especially well‐suited for small retail and service businesses. The discussion offers insights into the reasons for the development of this practical approach, a concrete methodology for its implementation, and strategic and tactical applications of the concept. The material is supported with strong evidence from “real‐world” examples featuring a variety of small retail and service businesses. The paper concludes with a discussion of the managerial implications for companies that manage chains of small retail or service businesses as to how they can take advantage of local relationship marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

A practical yet meaningful approach to customer segmentation

Journal of Consumer Marketing , Volume 15 (5): 11 – Oct 1, 1998

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References (4)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363769810235974
Publisher site
See Article on Publisher Site

Abstract

This paper introduces the concept of the Customer Value Matrix, a customer segmentation approach that is especially well‐suited for small retail and service businesses. The discussion offers insights into the reasons for the development of this practical approach, a concrete methodology for its implementation, and strategic and tactical applications of the concept. The material is supported with strong evidence from “real‐world” examples featuring a variety of small retail and service businesses. The paper concludes with a discussion of the managerial implications for companies that manage chains of small retail or service businesses as to how they can take advantage of local relationship marketing.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Oct 1, 1998

Keywords: Customer orientation; Franchising; Market segmentation; Relationship marketing; Retailing; Small firms

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