Tag: segmentation

What makes a customer ‘good’?

Ana Canhoto discusses her research with Sally Dibb, looking at how firm-related factors determine lending thresholds and shape who is, or is not, a creditworthy customer.

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Engage Me: Segmentation Driven Consumer Engagement on Social Media

Monica Hodis, Rajendran Sriramachandramurthy and Hemant Sashittal discuss their simple yet powerful four segment marketing strategy framework that enables brands to effectively engage the Facebook community.

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