| Description |
1 streaming video file (69 min.) : digital, mono, SWF file, sound, color |
| Series |
Targeting and segmentation in marketing : from the fundamentals to the latest developments |
|
Henry Stewart talks. Marketing & management collection. Targeting and segmentation in marketing
|
| Contents |
Geodemographics -- Different postcode examples -- First assumptions -- Similar neighborhoods across the country -- Second assumptions -- The postcode system -- Mosaic UK -- Postcode classification advantages -- Qualifying consumption characteristics -- Utilizing postcode classification -- Key applications of geodemographics -- Using geodemographics for insight -- Political campaigning methods -- Creation and meaning of a profile -- Area profiling by common targets -- Practical issues in customer profiling -- Market estimation -- Requirements of marketing GIS system -- Issues when selecting a system -- Neighborhood opposed to occupation -- Inferences from name and address -- Neighborhoods as brands -- Formal test for neighborhood as a predictor -- Which discriminator predicted best? -- Why neighborhoods differ? -- Contributors to differences in consumption -- Peer group effects -- Coverage of Mosaic classification systems -- Similarities and differences in classification |
| Notes |
Animated audio-visual presentations with synchronized narration |
|
Title from title frames |
| Subject |
Marketing research.
|
|
Target marketing.
|
|
Marketing research.
|
|
Target marketing.
|
| Form |
Streaming video
|
|
