Customer segmentation in retailing based on retail brand patronage patterns
Natalie David, Hanna Schramm-Klein, Olaf Rank and Gerhard Wagner
| Year of publication: |
December 2015
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|---|---|
| Authors: | David, Natalie ; Schramm-Klein, Hanna ; Rank, Olaf N. ; Wagner, Gerhard |
| Published in: |
The international review of retail, distribution and consumer research. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0959-3969, ZDB-ID 1098588-8. - Vol. 25.2015, 5, p. 449-459
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| Subject: | multiple store patronage | customer segmentation | purchasing strategies | social network analysis | blockmodeling | Einzelhandel | Retail trade | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Soziales Netzwerk | Social network | Zielgruppe | Target group | Markenführung | Brand management | Marktsegmentierung | Market segmentation | Lebensmitteleinzelhandel | Food retailing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/09593969.2015.1087417 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011534009