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Page last updated: 21 September 2012

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Title: Beyond Segmentation, Angus Jenkinson
Date: 20/09/2012
Category: Reports and White Papers
Overview: This early paper by Angus Jenkinson outlines the basics of touchpoint planning, developed first at The Computing Group in the 1980s, proposes an evolution of segmentation readiness towards community based segmentation as a basis of loyalty management. Identifies the process of individuation and proposes a Maslow hierarchy of values as a typology for loyalty, and defines database marketing as "The effective use of information to support, at minimum cost for optimum effect, a creative and continuous development of relationship value with the company's customer community through an informed, personalised conversation, service and trade which sometimes response to and sometimes initiates positive changes in both the company and its individual customers. Journal of Targeting, Measurement and Analysis for Marketing, Volume 3, Number One, 1994.

Document: beyond_segmentation.pdfDownload (605 KB)

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