Segmenting organisations for institutional products and services: a framework

Article Abstract:

Consumer goods marketers commonly undertake segmentation of some kind in order to classify which kind of consumers are likely to buy a particular company's products. Recent research has looked at whether marketers of institutional products and services can also rely on segmentation as a means of classifying their customers, which are organisations rather than individuals. It was found that organisational segmentation can be undertaken effectively and meaningfully, but that further research is required.

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Virtual reality shopping simulation for the modern marketer

Article Abstract:

Virtual reality technology can be usefully employed by marketers to take targeted respondents through a simulation of an actual store. This represents a significant step forward in in-store shopping research. With virtual reality, the marketing decision maker can model what people do, rather than simply basing his decisions on what people say they will do. This also allows clear choices to be made when much conflicting advice is being offered.

Virtual reality, Speeches, lectures and essays, Transcript, Gadd, Mike, Cohen, Stephen

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Drilling or mining? Handling and analysis of data between now and the year 2000

Article Abstract:

Data drilling, data warehousing and data mining have been widely used in retail panel services since their development in the late 1980s. A further development in the early 1990s was the move towards the use of complete census data and away from sampling techniques. The ongoing trend towards harmonization of data is discussed and the relevance of manufacturer specific data warehouses is analyzed.

Market Research, Retail industry, Retail trade, Marketing, Business mathematics

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