Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks
Leigh Morris and Raimund Schmolze
The majority of large companies have in place consumer segmentations that identify “discrete” groups against which to target different business activities (e.g., new-product development).
Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks
Leigh MorrisBonamy Finch Marketing Services Ltd.Raimund SchmolzeT-Mobile InternationalINTRODUCTION
Within this article we argue that traditional forms of segmentation may...
