search query: @all sensemaking / total: 14
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| Author: | Quinn, L. |
| Title: | Market segmentation in managerial practice: A qualitative examination |
| Journal: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 253-272 |
| Index terms: | United Kingdom marketing management market segmentation consumer behaviour customers life style retailing |
| Freeterms: | fashion fragmentation |
| Language: | eng |
| Abstract: | This paper presents an examination of the ways in which managers implement market segmentation (here as: m-sgm). M-sgm. practices are dealt within the U.K. apparel retail sector using a qualitative research framework drawing on Weick's (1995) sensemaking approach. Evidence is based on managerial insights using a key-informant interviewing method within 10 case organisations. A number of plausible, managerial reasons for not pursuing sophisticated segmentation solutions are indicated. In addition, there are also more results reported. |
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