Consumer Segments based on psychographics is preferred over the traditional criteria of segmentation. Applying the Exploratory Factor Analysis, the study identifies the dimensionality of beliefs underlying attitude toward advertising in general (Ag). Hierarchical clustering and K-Means...

Smartphone applications are becoming an important marketing channel that allows to build long-term relationship with customers. The main advantage of advertising through this kind of media is an opportunity to individually target users with different offers, taking into consideration their...

The Segmentation-Targeting-Positioning (STP) process is the foundation of all marketing strategy. This chapter presents a new constrained clusterwise multidimensional unfolding procedure for performing STP that simultaneously identifies consumer segments, derives a joint space of brand...

Die heutige Generation von Smartphones bietet ein breites Einsatzspektrum für ein Gesundheitsmonitoring von der Sammlung gesundheitsbezogener Daten bis zum Tracken von Gesundheitsaktivitäten. Hier ergibt sich aber ein "Dilemma der Techniknutzung": Gerade die Menschen, die im Alter auf Hilfe...

We consider product markets in which consumers are interested only in a specific product category and initially do not know which product category matches their tastes. Using sophisticated tracking technologies, an intermediary can make inferences about a consumer's preferred product category...

We study targeted information in a duopoly model with differentiated products, allowing for consumers with limited attention. The presence of inattentive consumers incentivizes firms to behave as if they were mass-advertisers, despite their ability to direct their messages precisely towards...

Market segmentation of business-to-business customers based on their needs has proven to be a useful tool for firms seeking to find customers who provide the best response to their offer. The purpose of this study is to explore the possibility of identifying market segments in multistage markets...

Purpose: The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived...