at Google ScholarTitle data
Bilstein, Nicola ; Kräft, Charlotte ; Rötzmeier-Keuper, Julia:
Just old Wine in New Bottles or What Can Marketing Learn from Other Disciplines About Individualisation.
In:
Proceedings of the European Marketing Academy, 54th. -
Madrid
,
2025
. - A2025-126100
Abstract in another language
Even though individualisation and individual differences are at the heart of marketing activities, the discipline has only a vague conceptual understanding of what individualisation entails. To inform current knowledge, this paper examines how insights e.g., from sociology, psychology, and geoinformatics can enhance marketing's approach to individualisation. Building upon a framework that differentiates between three forms of individualisation, we offer insights from a qualitative study involving nine experts from diverse disciplines to demonstrate how the different forms of individualisation can inform marketing strategies, particularly in terms of dynamic segmentation, personalisation, and identity-based marketing.
The study's key findings underscore the necessity for inclusive strategies that address systemic constraints, ensure ethical data usage, and balance individual preferences with shared societal narratives.
Further data
| Item Type: | Article in a book |
|---|---|
| Refereed: | Yes |
| Keywords: | Individualisation; qualitative study; interdisciplinary approach |
| Institutions of the University: | Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration VIII - Marketing and Services Management > Chair Business Administration VIII - Marketing and Services Management - Univ.-Prof. Dr. Nicola Bilstein Faculties Faculties > Faculty of Law, Business and Economics Faculties > Faculty of Law, Business and Economics > Department of Business Administration Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration VIII - Marketing and Services Management |
| Result of work at the UBT: | Yes |
| DDC Subjects: | 300 Social sciences > 330 Economics |
| Date Deposited: | 04 Dec 2025 07:05 |
| Last Modified: | 09 Dec 2025 08:52 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/95382 |