Merry Baskin & Laurie Young, WARC Best Practice, July 2016
This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
Laurie Young, WARC Best Practice, December 2011
Brand loyalty is a commonly-used marketing term which is not precisely defined or understood. Company after company has begun to focus on retaining existing customers as much as, if not more than, on gaining new ones.
Laurie Young, WARC Best Practice, October 2011
Behavioural marketing is the systematic attempt to understand people using ideas, concepts and models of human motivation and action drawn from disparate fields including psychology, consumer studies and economics.