Purpose – The puropse of this article is to identify consumers who experience difficulty in making their buying decisions, especially in the face of variety of choice, proliferation of brand choice, small inter‐brand differences, brand counterfeiting, marketing communication overload and so...

Purpose – To describe the process of customer segmentation by data mining and expert judgment in a real‐world setting. Design/methodology/approach – Data collected in four case studies of on‐line enquiries via one web‐based intermediary and customer profiling were used as the input to...

Purpose – The purpose of this paper is to develop an understanding of what constitutes relationship quality in four different countries. The paper shows which attributes are important in assessing relationship quality and how they vary in importance among countries. Design/methodology/approach...

Purpose – The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small‐ and medium‐sized enterprises (SMEs). Design/methodology/approach – The paper follows a quantitative approach, using the...

As marketing knowledge and market competition increase, so too does the eed for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the...

This study highlights some empirical considerations when using service quality as a basis for market segmentation. Past studies have been undertaken using customers’ expectations and service quality attribute importance for deriving segments and then comparing different segments across various...

As marketing knowledge and market competition increase, so too does the eed for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the...

Purpose – The purpose of this paper is to demonstrate the importance of user-motivation as well as demographics in developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale developed by Park et al. (2009) by using a full...

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for...