6 Managing strategic segmentation: Customer insights from data

Kapitel in diesem Buch

1. Frontmatter I
2. Contents V
3. Preface 1
4. Section 1: Introduction to themes and conceptual frameworks
5. Introduction 11
6. 1 Overview 15
7. Section 2: The foundations of theory and practice
8. Introduction 35
9. 2 Developing brand strategy: Roots, resources, relationships 39
10. 3 Managing meaning: Social-dominant logic 87
11. Section 3: The development of strategy
12. Introduction 131
13. 4 Managing the alignment of strategy: Purpose, proposition, and positioning 135
14. 5 Managing customer-company fusion: Customer experience management 181
15. 6 Managing strategic segmentation: Customer insights from data 219
16. 7 Managing the customer journey: Strategic service approaches to the consumption experience 247
17. 8 Managing the conversation: Integrated marketing communications 287
18. 9 Managing brand equity: Tangible results from intangible assets 323
19. Section 4: The application and purpose of practice
20. Introduction 385
21. 10 Legal & General: Inclusive capitalism – change, sustainability, and purpose 389
22. 11 Inspired Villages: Purpose, values, & alignment 407
23. 12 Small is beautiful: Big ambitions for SMEs 433
24. 13 Festival of Thrift: Sustainability through brand community 453
25. 14 Headspace: Immersive digital meditation and mindfulness 465
26. 15 Freedome: Building franchise brand equity 475
27. 16 University of Cumbria: Brand anchor, pledge, and persona 489
28. 17 Dell Technologies: Person to person in B2B 503
29. References 517
30. Acronyms and Abbreviations 555
31. List of Figures 559
32. List of Tables 561
33. Index 563