Suboptimal segmentation: Assessing the use of demographics in financial services advertising
Piercy, N., Campbell, C. and Heinrich, D., 2011. Suboptimal segmentation: Assessing the use of demographics in financial services advertising. Journal of Financial Services Marketing, 16 (3-4), pp. 173-182.
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Marketers routinely make use of demographic-based segmentation as a means of targeting customers of financial services. This article builds on growing evidence that a demographic-based approach is ill-founded. Using a large sample we investigate whether demographic information is of use in segmenting customers and find little support for existing practice. Implications for researchers and managers are discussed.
|Creators||Piercy, N., Campbell, C. and Heinrich, D.|
|Uncontrolled Keywords||advertising, marketing research, demographics, segmentation|
|Departments||School of Management|
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