Tag: Segmentation

You say potato – or the project that nearly wasn’t

I recently presented to colleagues the findings from a study that I have been working on, looking at segmentation and social media. Data collection took place in the summer and autumn of 2011 and we interviewed 28 senior managers. By all accounts, this was a really good number of interviews and the findings were most … Continue reading You say potato – or the project that nearly wasn’t

Emerging applications of social media in customer management

This week takes place the International Colloquium on Relationship Marketing (ICRM 2012), now in its 12th edition. Moira Clark, Paul Fennemore and I have a paper at this colloquium. It reports on our investigation of organisation’s emergent use of social media in customer management. We conducted 28 interviews with senior marketing executives in a broad range … Continue reading Emerging applications of social media in customer management