Member Segmentation and Profitability: Current Practice and Future Possibilities
Given the many advances in the science of marketing and the growing role of segmentation in financial services industries, the Filene Research Institute and the Center for Credit Union Research asked these researchers to examine three key questions about credit union marketing:
- How do credit unions currently sgement their membership for marketing purposes?
- To what extent are they using member profitability analysis to semgent their market?
- What segmentation practices would be most effective for credit unions in the future?
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