What does digital mean for the development of target market strategy, segmentation and customer engagement?
That’s what several academics discussed today at a workshop combining the interest of two of the Academy of Marketing’s Special Interest Groups (SIGs): the Market Segmentation and Target Market Strategy SIG and the newly formed SIG in Customer Relationship Management and Services. Over the course of 4 hours, we heard about exciting research and work in progress from a range of colleagues.
Merlin Stone proposed a social business maturity model that takes into consideration the scale of change and the benefits obtained.
Bang Nguyen introduced a typology to classify an organisation’s online channel strategy. The typology considers a broad range of factors, such as the objectives, the business processes and the level of integration, among others.
Musfiq Choudhury presented a conceptual framework to study user interactions with organisations on social networks. He…
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