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We’ve published an article in Services Marketing Quarterly about segmentation and online games. The idea is that these virtual world are marketplaces where it is possible to segment the users from how they interact with the world, thus also target them as consumers.

Peter Zackariasson, Nils Wåhlin, and Timothy L. Wilson (2010). Virtual identities and market segmentation in marketing in and through Massively Multiplayer Online Games (MMOGs). Services Marketing Quarterly, 31(3), pp. 275-295.

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