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| Author: | Reynolds, T.J. |
| Title: | Methodological and strategy development implications of decision segmentation |
| Journal: | Journal of Advertising Research
2006 : DEC, VOL. 46:4, p. 445-461 |
| Index terms: | methodology segmentation |
| Language: | eng |
| Abstract: | The paper discusses methodologies of decision segmentation. Means-end decision segmentation offers the marketer a more focused approach to strategy development by its ability to specify the Why's underlying consumer choice. |
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