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Type: Journal article
Title: The next stage of psychographic segmentation: usage of enneagram
Author: Kamineni, R.
Citation: The Journal of the American Academy of Business, Cambridge, 2005; 6(1):315-320
Publisher: Journal of American Academy of Business
Issue Date: 2005
ISSN: 1540-7780
Statement of
Rajeev Kamineni
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.
Rights: Copyright 2005. All Rights Reserved. Property of The Journal of the American Academy of Business, Cambridge
RMID: 0030069177
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Appears in Collections:Entrepreneurship, Commercialisation, and Innovation Centre publications

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