| Author: | Kara, A. Kaynak, E. |
| Title: | Markets of a single customer: Exploiting conceptual developments in market segmentation |
| Journal: | European Journal of Marketing
1997 : VOL. 31:11-12, p. 873-895 |
| Index terms: | INFORMATION TECHNOLOGY MARKET SEGMENTATION MARKETING RESEARCH MARKETING THEORY |
| Language: | eng |
| Abstract: | This paper examines and conceptualizes the recent advancements in market segmentation and development studies and globally explores their managerial implications for marketing practitioners and researchers for orderly decision-making purposes. Market segementation provides guidelines for firms' marketing strategy development and resource allocation among their diverse product markets. A number of new developments have emerged in market segementation. The basic idea is to create more effective and efficient ways of reaching individual consumers in order to satisfy their unique needs. |
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