For example, Ron Courtheoux, a former VP of Epsilon, did a UK tour in 1986 and The Computing Group shortly began offering such techniques in the UK. The IDM offered a database marketing course between 1991 and 2001 (led by the author and Chris Last) promoting these techniques. See also books such as Shepard et al. (1990)2 and Hughes (1991/1996)3.
Shepard, D., Batra, R., Deutch, A., Orme, G. and Ratner, B. (1990) The New Direct Marketing: How to Implement a Profit Driven Database Marketing Strategy, Business One Irwin, Homewood, Illinois.
Hughes, A. M. (1991/1996) The Complete Database Marketer, Irwin Professional Publishing, London.
Anderson, P. (2008) ‘Segmentation what makes consumers tick? Admap, Volume 43, Number 6, Issue 495, pp. 24–27: World Advertising Research Centre, Henley-on-Thames, UK.
See for example: White, R. (2008) ‘Segmentation: Crutch or booster? Admap, Volume 43, Number 6, Issue 495, pp. 22–23: World Advertising Research Centre, Henley-on-Thames, UK.
Woodcock, N., Stone, M. and Foss, B. (2003) The Customer Management Scorecard: Managing CRM for Profit, Kogan Page, London/Sterling VA.
Incite. [no author stated] (2009) ‘Anything but business as usual. Available at http://www.incite.ws/incites-articles.cfm
, accessed on 30 June 2009.
Buttle, F. (2009) Customer Relationship Management: Concepts and Technologies, 2nd edition, Butterworth-Heinemann, Burlington, MA.
Payne, A. (2008) Handbook of CRM: Achieving Excellence in Customer Management, Butterworth-Heinemann, Burlington, MA.
Hansotia, B. (2009) ‘Marketing by objectives: Using segmentation based on purchase timing to enhance customer equity’, Journal of Direct, Data and Digital Marketing Practice, Vol. 10, No. 04, pp. 336–355.CrossRef
Product- and customer-level are simply different perspectives on the same principle.
Moskowitz, H. R., Beckley, J. H., Luckow, T. and Paulus, K. O. (2008) ‘Cross-national segments for a food product: Defining them and a strategy for finding them in the absence of ‘mineable’ databases’, Journal of Database Marketing and Customer Strategy Management, Vol. 15, No. 3, pp. 191–206.CrossRef
Van Hattum, P. and Hoijtink, H. (2009) ‘Improving your sales with data fusion’, Journal of Database Marketing and Customer Strategy Management, Vol. 16, No. 1, pp. 7–14.CrossRef
Outside scope is the way firms apply a market segmentation strategy by creating a portfolio of brands, each positioned on a different insight.
Swinyard, W. R. (1996) ‘The hard core and Zen riders of Harley Davidson: A market-driven segmentation analysis’, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 4, No. 4, pp. 337–362.
While differences have occurred in the segmentation over the last 10 years, the basic principles remain sound, source unpublished research by the Centre for Integrated Marketing.
Jenkinson, A. (1994) ‘Beyond segmentation’, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 3, No. 1, pp. 60–72.
An alternative name favoured by some marketers is ‘tribe’.
Mason, T. (1998) ‘The best shopping trip? How Tesco keeps the customer satisfied’, Journal of the Market Research Society, Vol. 40, No. 1, pp. 5–12. January 1998, paper based on a talk given to the Marketing Society in 1996.
Humby, C., Hunt, T. and Phillips, T. (2007) Scoring Points: How Tesco Continues to Win Customer Loyalty, Kogan Page, London.
Detailed methodology loaded at secure site truffles.ogilvy.com
Ring, A. and Benvenuto, A. (2008) ‘The power of nuance Admap, Volume 43, Number 6, Issue 495, pp. 28–30: World Advertising Research Centre, Henley-on-Thames, UK.