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| Author: | Dibb, S. Simkin, L. |
| Title: | Market segmentation: diagnosing and treating the barriers |
| Journal: | Industrial Marketing Management
2001 : NOV, VOL. 30:8, p. 609-625 |
| Index terms: | IMPLEMENTATION MARKET SEGMENTATION |
| Freeterms: | BARRIERS |
| Language: | eng |
| Abstract: | Although the benefits that segmentation offers are well documented, businesses continue to encounter barriers to implementation. This raises an important dilemma. If corporations are to unlock the benefits of segmentation, there are important questions to answer about the nature of these barriers and how they can be overcome. These questions are addressed in this article by reviewing a combination of published evidence and case study material. |
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