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| Картографиране на пътя на клиента× | Анализ на пазарна сегментация× | |
|---|---|---|
| Област | Маркетинг | Маркетинг |
| Семейство | Process / pipeline | Process / pipeline |
| Година на възникване≠ | 2000s | 1980 |
| Създател≠ | Adaptive Path and Service Design community | Philip Kotler and William Perreault Jr. |
| Тип≠ | Experience mapping methodology | Statistical segmentation methodology |
| Основополагащ източник≠ | Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Tensions in Service Quality and Service Marketing: An Introduction. Journal of Services Marketing, 19(7), 422-428. link ↗ | Wedel, M., & Kamakura, W. A. (2002). Introduction to the Special Issue on Market Segmentation. International Journal of Research in Marketing, 19(3), 181-183. DOI ↗ |
| Други названия≠ | Journey Mapping, CJM, Experience Mapping | Customer Segmentation, Market Partitioning |
| Свързани | 5 | 5 |
| Резюме≠ | Customer Journey Mapping is a service design methodology that visualizes the complete customer experience across all touchpoints and phases of a customer relationship, from awareness through advocacy. Developed through work in design and service management, journey mapping integrates behavioral data, customer emotions, pain points, and moments of truth to reveal opportunities for experience improvement and organizational alignment. | Market Segmentation Analysis is a systematic approach to dividing a heterogeneous market into smaller, homogeneous groups (segments) that share similar needs, behaviors, preferences, or characteristics. Developed through advances in statistical clustering and customer analytics, this methodology enables companies to tailor marketing strategies, product offerings, and customer experiences to specific audience groups rather than treating the market as a single entity. |
| ScholarGateНабор от данни ↗ |
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