|
SIG Chair
Sally Dibb, Chair of Marketing, Open University Business School, Milton Keynes MK7 6AA
 Co-Chair
Lyndon Simkin,
Chair of Strategic Marketing, Oxford Brookes Business School, Wheatley Campus, Oxford, OX33 1HX
About the SIG
The SIG in Market Segmentation was established in 2003. Its aims are to develop a network of academics and practitioners with interests in the market segmentation area, foster an environment for exchanging ideas, and review the state of research in the field. The SIG also aims to stimulate new research in market segmentation and help link theory with practice.
The profile of market segmentation in the leading journals has increased during the past two years or so. The US strategy journals are again interested in the latest applications, instigated by the importance of shrewd target marketing in times of recession. At the Chartered Institute of Marketing’s recent annual conference, market segmentation was debated as one of four current ‘hot topics’ for marketers, highlighting sharpening targeting effectiveness and managing organisations’ responses to changing customer behaviours. The scope for market segmentation to cross disciplinary boundaries is also increasing. This is reflected in new applications in social marketing and in the use of profiling techniques, for example, in relation to anti-money laundering, healthy eating programmes and the securitisation of consumer data.
|
