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Type: Conference paper
Title: Using the enneagram for market segmentation
Author: Kamineni, R.
Kale, S.
Citation: Proceedings of the ANZMAC Conference: Bridging Marketing Theory and Practice, 2001, pp.1-5
Publisher: ANZMAC
Issue Date: 2001
ISBN: 0473082063
Conference Name: ANZMAC 2001 Conference (1 Dec 2001 - 5 Dec 2001 : Auckland, New Zealand)
Statement of
Rajeev Kamineni and Sudhir Kale
Abstract: Segmentation and positioning constitute the crux of marketing strategy. Over the past two decades, lifestyle and psychographics have been increasingly used as a basis for market segmentation. This paper illustrates how the ancient and mystical technique of the Enneagram can be effectively used as a base for psychographic segmentation. With the Enneagram finding ever-increasing applications in strategic management and human resource development, it is only fitting that scholars in marketing harness the diagnostic and predictive power of the Enneagram. However, adoption of the Enneagram for marketing purposes will require further conceptual development and empirical analysis.
Description: Session 6.4 New Products II
Rights: Copyright of papers presented at ANZMAC conferences is retained by the authors, therefore any other use of these materials – including reproduction for purposes other than those noted above, modification, distribution, or republication – without prior written permission of the author is strictly prohibited.
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