Interactive Psychographics: Cross-Selling in the Banking Industry - This paper presents the findings from a study designed to investigate the use of "interactive psychographics" to develop cross-selling strategies. Interactive psychographics is the process of identifying psychographic-based segments, profiling the segments, matching individuals to the resulting segments, and developing actionable ...
Year of publication: |
2002
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Authors: | Peltier, James W. ; Schibrowsky, John A. ; Schultz, Don E. ; Davis, John |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 42.2002, 2, p. 7-22
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