Internet market segmentation – an exploratory study of critical success factors

Tom M.Y. Lin · Pin Luarn · Peter K.Y. Lo

20 citations0/0 files storedMarketing Intelligence & Planning

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Customer churn and segmentation Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Market segmentation is a topic that has already produced significant results in conventional marketing research but appears to be still novel in the field of Internet marketing. This triangulated study, integrating both qualitative and quantitative techniques, is based on in‐depth interviews with managers and professionals from nine enterprises based in Taiwan. It focuses on 137 employees engaged in Internet market segmentation (IMS) projects such as verification, to explore the critical success factors of enterprises currently implementing IMS. The results reveal a total of six critical success factors: scientific statistical analysis, a good segmentation plan, action on results, SWOT analysis, sufficient project resources, morale and communication.

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References

1985Competitive Advantage: Creating and Sustaining Superior Performance 2000Marketing management: analysis. planning. implementation and control 1984Measuring organizational performance in the absence of objective measures: The case of the privately‐held firm and conglomerate business unit 1979Chief executives define their own data needs.1990Quantity and Quality in Social Research.1989Project management — A managerial approach 1978Issues and Advances in Segmentation Research 1961Management Information Crisis

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2007“i‐Branding”: developing the internet as a branding tool 2014Critical success factors for Lean tools and ERP systems implementation in manufacturing SMEs 2014E-consumer segmentation: an applied study based in the internet use perspectives

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