Using the enneagram for market segmentation

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dc.contributor.authorKamineni, R.
dc.contributor.authorKale, S.
dc.contributor.conferenceANZMAC 2001 Conference (1 Dec 2001 - 5 Dec 2001 : Auckland, New Zealand)
dc.date.issued2001
dc.descriptionSession 6.4 New Products II
dc.description.abstractSegmentation 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.
dc.description.statementofresponsibilityRajeev Kamineni and Sudhir Kale
dc.identifier.citationProceedings of the ANZMAC Conference: Bridging Marketing Theory and Practice, 2001, pp.1-5
dc.identifier.isbn0473082063
dc.identifier.orcidKamineni, R. [0000-0002-4599-2707]
dc.identifier.urihttp://hdl.handle.net/2440/104793
dc.language.isoen
dc.publisherANZMAC
dc.rightsCopyright 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.
dc.source.urihttp://www.anzmac.org/conference_archive/2001/anzmac/AUTHORS/pdfs/Kamineni.pdf
dc.titleUsing the enneagram for market segmentation
dc.typeConference paper
pubs.publication-statusPublished

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