RT Journal Article
SR Electronic
T1 Interactive Psychographics: Cross-Selling in the Banking Industry
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 22
DO 10.2501/JAR-42-2-7-22
VO 42
IS 2
A1 Peltier, James W.
A1 Schibrowsky, John A.
A1 Schultz, Don E.
A1 Davis, John
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/2/7.abstract
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.