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Klantensegmenten tijdens recessie. New balls please

Gerd De Kee, Expert Strategy & Branding
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Of het nu gaat over productontwikkeling, brand building, communicatie of bedrijfsvoering in het algemeen, in het ontwikkelen van een goede, succesvolle strategie staat een correcte klantensegmentering centraal. Sinds enkele jaren spelen gedragswetenschappen en gedragsonderzoek bij dat segmenteren een steeds belangrijkere rol. Maar tijdens een recessie verandert het consumentengedrag significant met veranderde klantensegmenten en segmentatiecriteria als gevolg. 

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