Interactive psychographics: Cross-selling in the banking industry

James W. Peltier*, John A. Schibrowsky, Don E. Schultz, John Davis

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

32 Scopus citations

Abstract

This paper presents the findings from a study designed to investigate the use of "interactive psychographics" to develop cross-selling strategies. Interactive psychographics is the process of identifying psychographic-based segments, profiling the segments, matching individuals to the resulting segments, and developing actionable relationship strategies that best match the psychological and purchasing needs of each customer.

Original languageEnglish (US)
Pages (from-to)7-18
Number of pages12
JournalJournal of Advertising Research
Volume42
Issue number2
DOIs
StatePublished - Jan 1 2002

ASJC Scopus subject areas

  • Communication
  • Marketing

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