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| Author: | Quinn, L. Dibb, S. |
| Title: | Evaluating market-segmentation research priorities: Targeting re-emancipation |
| Journal: | Journal of Marketing Management
2010 : DEC, VOL. 26:13-14, p. 1239-1255 |
| Index terms: | market segmentation environment change academic research |
| Freeterms: | managerial relevance |
| Language: | eng |
| Abstract: | This empirical study aims at debating about the degree to which theory and practice priorities are aligned in the academic market-segmentation research agenda (here as: s-r-a). Based on an online survey of academics researching and publishing in the market-segmentation field, there has been suggested little change as to these priorities (as: prts.) during the past 30 years. This reopens discussion about the slowly changing nature of the s-r-a., raising questions about the ways of research prts. being shaped by the external environment. It is further suggested that the conflicting nature of academic and practitioner requirements be a barrier to opportunities for a successful academic-practitioner interface. It is concluded that the s-r-a. has got too narrow, outlining the need to broaden the debate etc. |
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