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| Mapiranje korisničkog puta× | Analiza segmentacije tržišta× | |
|---|---|---|
| Područje | Marketing | Marketing |
| Obitelj | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 2000s | 1980 |
| Tvorac≠ | Adaptive Path and Service Design community | Philip Kotler and William Perreault Jr. |
| Vrsta≠ | Experience mapping methodology | Statistical segmentation methodology |
| Temeljni izvor≠ | 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 ↗ |
| Drugi nazivi≠ | Journey Mapping, CJM, Experience Mapping | Customer Segmentation, Market Partitioning |
| Srodne | 5 | 5 |
| Sažetak≠ | 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. |
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