The background changes in consumer financial markets over the last ten years are outlined and the future developments examined for which marketing packages like Tyne Tees Television's “Financial Pulsebeat” have been specifically designed, helping advertisers identify — and reach — the...

Purpose – Understanding and defining the characteristics of environmentally conscious or concerned consumers has received attention from academic researchers, commercial sector, and policy makers. The purpose of this paper is to identify distinct market segments in three countries (China,...

Details the methods used by European airport authorities to segment their consumer base. It will be argued that macro‐level factors, over which the industry has no control, have compelled airports to expand their commercial activities. As a consequence, airport authorities have been forced to...

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there...

Purpose – To provoke radical thinking about the role and practice of direct marketing. Design/methodology/approach – Author's adaptation of a keynote address to a major conference in Asia. Findings – Proposes that direct marketing does not need to follow the customary “direction”, i.e....

Purpose – To assess the potential for development in the agri‐food sector by investigating: consumer awareness of health‐enhancing foods; key influences on their perceptions of and attitudes towards these foods; their relevant purchasing behaviour in the context of the Northern Irish dairy...

Purpose – In the classic recency‐frequency‐monetary value (RFV or RFM) approach to market segmentation, customers are grouped together into an arbitrary number of segments according to data on their most recent day of purchase (R), the number of buying orders placed (F) and the total...