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Suboptimal segmentation: Assessing the use of demographics in financial services advertising

journal contribution

posted on 2011-12-01, 00:00 authored by Niall Piercy, Colin Campbell, Daniel Heinrich

Suboptimal segmentation: Assessing the use of demographics in financial services advertising

History

Journal

JOURNAL OF FINANCIAL SERVICES MARKETING

Volume

16

Pagination

173-182

Publisher DOI

https://doi.org/10.1057/fsm.2011.21

ISSN

1363-0539

eISSN

1479-1846

Language

English

Author URL

https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000211852400002&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=a045e4b2bb1f2b747c68c720ec8913b7

Issue

3-4

Publisher

PALGRAVE MACMILLAN LTD

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Categories

Marketing not elsewhere classified

Keywords

Social Sciences Business Business & Economics segmentation advertising demographics marketing research MARKET-SEGMENTATION ONLINE ANTECEDENTS

Licence

All Rights Reserved

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