Purpose – The article's purpose is to note the misuse of the planning tool of segmentation for a priori improper judgments of individual customers when sales staff in stores treat men and women who walk in the door based on their demographic group membership instead of as people....

Purpose – The purpose of this paper is to review the pitfalls and potentials of segmentation decisions based on the visible demographic variable of race. Design/methodology/approach – The paper takes as its approach a review of assumptions and values of use of race as a marketing...

Purpose – This paper has two overall goals. The first is to serve as a broad overview of the literature on the subject theme, with three main objectives in mind: to highlight the complexities of international market selection or segmentation as a field of study and as a strategic decision by...

Reviews developments in travel and tourism marketing as reflected by articles published in the Journal of Travel and Tourism Marketing over a four‐year period from the journal’s inception in 1992‐1995. Identifies five main themes (economic psychology, market segmentation and travel...

Purpose – The article shows how to combine loyalty and segmentation tools to define attractive new customer segments. Design/methodology/approach – Bain's research shows how companies that use the combination excel at three skills. Successful firms: firstly, broaden their appeal by narrowing...

Purpose – Describes how companies can make managing the emotional expectations of customers the frontier of the customer‐focused enterprise. Design/methodology/approach – Customer experiences have emotional characteristics that companies historically haven't been good at delivering. The...

Although marketers in service industries face similar challenges to those in manufacturing, their approach to tackling these challenges can often be very different. A major US health insurance company has successfully applied conventional market segmentation techniques to better understand its...

Purpose – The article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment. Design/methodology/approach – Data are collected and analyzed from about 25 international manufacturing companies. Findings – Findings identify...

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 – The purpose of this paper is to provide a response to an article in Marketing Intelligence & Planning , Vol. 25 No. 4. Design/methodology/approach – This is a commentary piece. Findings – The paper finds that certain aspects of the practical application of a statistical model may...