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| Author: | Dibb, S. Simkin, L. |
| Title: | Editorial: Bridging the segmentation theory/practice divide |
| Journal: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 219-225 |
| Index terms: | market segmentation implementation theories research |
| Language: | eng |
| Abstract: | This editorial presents the research agenda and the contents of this Special issue of the divide btw. segmentation theory and practice. The Special issue titled contents in brief as follows: "Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough" by C. Bailey (et al.) ; "Market segmentation in managerial practice: a qualitative examination" by L. Quinn ; "Remaining within-cluster heterogeneity: a meta-analysis of the "dark side" of clustering methods" by N. Franke (et al.) ; "Are consumers what they consume? - Linking lifestyle segmentation to product attributes: an exploratory study of the Chinese mobile phone market" by H. Chu (et al.) ; "Business psychographics revisited: from segmentation theory to successful marketing practice" by J. Barry and A. Weinstein ; "Validity and the design of market segments" by D. G. Tonks ; "Methodological reasons for the theory/practice divide in market segmentation" by S. Dolnicar and K. Lazarevski ; "Implementation rules to bridge the theory/practice divide in market segmentation" by S. Dibb and L. Simkin. |
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