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Hit with One Shot: Assessing the Drivers of Target Marketing Effectiveness
Author(s) -
Sanfelice Gaetano
Publication year - 2014
Publication title -
knowledge and process management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.341
H-Index - 44
eISSN - 1099-1441
pISSN - 1092-4604
DOI - 10.1002/kpm.1441
Subject(s) - attractiveness , order (exchange) , marketing , resource (disambiguation) , business , computer science , shot (pellet) , process management , industrial organization , knowledge management , psychology , chemistry , organic chemistry , finance , psychoanalysis , computer network
This article is about target marketing and the impact of organizational capabilities and industry structure on targeting‐effective decisions. In order to demonstrate such an impact, issues about resource‐based view of the firm and dynamic capabilities theories, together with Porter's five forces framework, have been employed to: pinpoint a comprehensive picture regarding overall segment attractiveness and develop an effective targeting strategy a firm may pursue. As practical examples of targeting strategies, three business cases have been discussed, aiming at reinforcing the theoretical insights developed in the paper. Copyright © 2014 John Wiley & Sons, Ltd.