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| Author: | Dibb, S. Simkin, L. |
| Title: | Implementation rules to bridge the theory/practice divide in market segmentation |
| Journal: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 375-396 |
| Index terms: | marketing market segmentation implementation quality effectiveness strategy change management industries Europe |
| Language: | eng |
| Abstract: | This study examines segmentation (hereafter as: sgm.) implementation through the eyes of a European utilities business, by following its progress through a major sgm. project. The character and impact of implementation barriers occurring at different stages in the sgm. process are uncovered. By classifying the barriers, developed are implementation "rules" for practitioners which are designed to minimize their impact and occurrence etc. |
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