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Market segmentation using geographic, demographic, and psychographic information can work as well on the Web as it does in the physical world. The Web gives companies the power¬ful added ability to segment markets by customer behavior and life-cycle stage, even when the same customer exhibits different behavior during different visits to the company's site. These additional segmentation capabilities can lead to one-to-one online marketing approaches that result in greater relationship intensity than most non-online approaches. Companies have developed a number of ways to categorize customers in these relationships and can design marketing messages tailored to customer needs.
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