Еволюция на подхода към потребителя – от статистическа единица към личност
Customer Approach Evolution from Statistical Figure to Personality
Author(s): Kamen KirilovSubject(s): Social Sciences, Communication studies, Theory of Communication
Published by: Софийски университет »Св. Климент Охридски«
Keywords: Custom Audience Differentiation; Segmentation; Psychographic Profile; Customer; Customer Sovereignty; VALS System
Summary/Abstract: This article examines the challenges of the customer audience segmenting process, arising from the market differentiation and the consumer sovereignty in modern developed societies. The text describes traditional and innovative customer groups targeted approaches to focusing on audiences' psychographic profiles and the opportunities they provide in marketing communications planning.
- Issue Year: 25/2018
- Issue No: 1
- Page Range: 389-404
- Page Count: 15
- Language: Bulgarian