Managing Targeted and Non-Targeted Customers
Targeting marketing efforts to certain groups will increase the likelihood to meet their needs significantly. As a result, there are customers who are being targeted and customers who are not targeted. The current research provides insights into the perceptual differences between the targeted and non-targeted. The purpose is to deepen our understanding of the impact of multiple marketing offerings on the two groups of customers, in this case in the retailing sector. A mixed method research methodology is adapted to test the perceptual differences between the two groups. Initial findings reveal the importance of managing both the targeted and nontargeted groups using different marketing offerings depending on their situation.
consumer perceptions marketing targeted customers non-targeted customers retailing
B.Nguyen
Department of Marketing & Operations Management, Oxford Brookes University, Oxford, United Kingdom
国际会议
成都
英文
279-282
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）