Adapting products to preference profiles. A trip down the development lane of a segmentation model in the mobile market

Some people may think that developing a segmentation model is plain and simple. This paper shows that there are a lot of choices and options, and not all of them are obvious.

Adapting Products to Preference Profiles. A Trip Down the Development Lane of a Segmentation Model in the Mobile Market

Harald Djupvik Telenor Mobil, Norway;Svein Roar HultNorsk Gallup Institutt, Norway andJon Martin DenstadliNorsk Gallup Institutt, Norway

WHY SEGMENT THE MOBILE TELEPHONE MARKET?

'Even in a mass market business, you don't want to attract and retain everyone ... The key is first to identify and attract those who will value your service, and then to retain them as customers and win the ...

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