TY - JOUR
T1 - Interactive psychographics
T2 - Cross-selling in the banking industry
AU - Peltier, James W.
AU - Schibrowsky, John A.
AU - Schultz, Don E.
AU - Davis, John
PY - 2002
Y1 - 2002
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=2942707038&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=2942707038&partnerID=8YFLogxK
U2 - 10.2501/jar-42-2-7-22
DO - 10.2501/jar-42-2-7-22
M3 - Article
AN - SCOPUS:2942707038
SN - 0021-8499
VL - 42
SP - 7
EP - 18
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 2
ER -