Higgs, Bronwyn and Ringer, Allison 2007, Trends in consumer segmentation, in Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z..
Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
This paper reviews academic and practitioner literature to identify some of the emerging trends in consumer segmentation. Our review suggests that a number of specialised segmentations have recently emerged, each utilising different techniques, methodologies and data inputs relevant to their respective strategic intent.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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