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| Author: | Vanetti, M. |
| Title: | Le marketing des segments : quelques reflexions sur un theme d'actualite |
| Journal: | Unternehmung
1996 : JUN, VOL. 50:3, p. 155-161 |
| Index terms: | MARKET SEGMENTATION MARKETING STRATEGY MARKETING THEORY |
| Language: | fre |
| Abstract: | The segmentation and marketing is presented in context with society and change. As an reference, well known prophets - like John Naisbitt and Patricia Aburdene - are presented. The megatrend is stated to manifest in all cultures. It is asked if the modern technology guides the development towards the "marketing to a mass of individuals". Introduction: marketing and individualism. Opportunities and limitations in segment marketing. The role of "databases" in the general process of segmentation. Conclusions. |
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