A recent development in marketing research concerns the incorporation of dynamics in consumer segmentation.This paper extends the latent class Markov model, a suitable technique for conducting dynamic segmentation, in order to facilitate lead generation.We demonstrate the application of the...

Article on the role of the segmentation of the environment in the planning of marketing activities. Pre-crisis marketing in the first place put on the importance of marketing communications function. The author proves the thesis about the importance of the analysis of the market environment as...

This article is concerned with counting and identifying those customers who are still active. The issue is important in at least three settings: monitoring the size and growth rate of a firm's ongoing customer base, evaluating a new product's success based on the pattern of trial and repeat...

The market segmentation concept, which aims at meeting the specific needs of different customer groups, has been part and parcel of marketing science for many years. Primarily the technical literature focuses on the different ways of creating segments. Up till now, the way in which companies...

Marketers have traditionally used gender to segment markets. Due to socially prescribed gender roles some products are thought more suitable to target women, while others more suitable to males. For example, automobiles have been traditionally targeted towards males, assuming that it would be...

This text deals with the topic of housing shortage vs. residential vacancy – housing market intervention as a task of politics? At the beginning there will be some basic assertions on the relation of market vs. state, especially bearing in mind, the overall importance and social responsibility...

There are four major challenges for housing policy in the near and midterm future: First, rents in many German conurbations have been rising significantly faster than incomes over the last five years. Though it can rightly be argued, that the suggested policies of the new German federal...

The regional differences in the housing markets are enormous and will continue to exacerbate in the future. The main task for the housing policy is to take appropriate long term measures depending on the market structure. A central aspect of future housing policy is the site development....