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| Author: | Reutterer, T. |
| Title: | Bestandsaufnahme und aktuelle Entwicklungen bei der Segmentierungsanalyse von Produktmärkten |
| Journal: | Journal für Betriebswirtschaft
2003 : VOL. 53:2, p. 52-74 |
| Index terms: | Data bases Market segmentation Marketing research |
| Language: | ger |
| Abstract: | This paper contributes to the research on market segmentation a review of the ongoing debate and confronts major methodological concepts as presented in the relevant literature with a marketing practitioner's perspective. Throughout the discussion of various approaches to market segmentation their significance in the era of database marketing is equally considered as two major segmentation concepts are confronted to each other using two illustrative examples. |
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