Segmentation_and_customer_insight - Journal of Marketing...

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Journal of Marketing Management, Volume 25, Issue 3 & 4 April 2009, Pages 227-252 Segmentation and Customer Insight in Contemporary Services Marketing Practice: Why Grouping Customers Is No Longer Enough Christine Bailey Paul R Baines Hugh Wilson Moira Clark* Cranfield School of Management, United Kingdom * Henley Management College, United Kingdom Address for Correspondence: Dr. Paul Baines Cranfield School of Management Cranfield Bedfordshire MK43 0AL Tel.: 01234 758041 Email: [email protected] Biographies Christine Bailey is Marketing Director, Services, European Markets at Cisco Systems. She holds a bachelor’s degree in German and Business Studies from Warwick University and a DBA in Customer Relationship Management (CRM) from Cranfield School of Management. Christine has 17 years’ experience in technology and services marketing and speaks frequently at academic and industry conferences. Previously she spent five years as Marketing Director of Extraprise (now Detica), a specialist CRM consultancy firm. Other employers include Cambridge Technology Partners (now Novell), Insight Marketing and Communications and Hewlett-Packard in Germany. Paul Baines is Senior Lecturer in Marketing and Director, MSc in Strategic Marketing at Cranfield School of Management. He holds bachelors, masters and doctoral degrees from The University of Manchester. He is a Chartered Marketer and Fellow of the Chartered Institute of Marketing, and a full member of the Market Research Society and Institute of Directors. Paul’s specialist research interest is market segmentation and positioning,
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particularly in political markets. He has co-written and co-edited nine books, the most recently published of which is `Marketing` with Chris Fill and Kelly Page (Oxford University Press, 2008). Paul has conducted strategy and market research consultancy for a variety of not-for-profit and private sector clients over the last 11 years. Hugh Wilson is Professor of Strategic Marketing and Director of the Customer Management Forum at Cranfield School of Management. Hugh has a mathematics degree from Oxford University, a postgraduate computer science degree from Cambridge University and a PhD in marketing planning from Cranfield. He has extensive industrial experience, including thirteen years in the IT industry working for IBM, Logica, Artificial Intelligence Ltd and NCR in marketing, consulting and business development. He has published in Industrial Marketing Management, British Journal of Management, European Journal of Information Systems and Journal of Strategic Information Systems amongst other journals. His books include `The New Marketing` (2002, with Malcolm McDonald) and ‘The Multichannel Challenge’ (2008, with Rod Street and Lindsay Bruce). Moira Clark is Professor of Strategic Marketing at Henley Management College and Director of The Henley Centre for Customer Management. Her major areas of research are in customer relationship management, customer retention and organizational climate.
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