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| Author: | Curran, J. G. M. Goodfellow, J. H. |
| Title: | Theoretical and practical issues in the determination of market boundaries |
| Journal: | European Journal of Marketing
1990 : VOL. 24:1, p. 16-28 |
| Index terms: | MARKETS MARKETING BUSINESS POLICY CORPORATE STRATEGY MARKET SEGMENTATION |
| Language: | eng |
| Abstract: | There is no consensus amongst economists as to their approach and understanding of markets, firms, industries and the relationship between them. The literature of business policy, corporate strategy and strategic marketing planning contains alternative definitions that are reviewed. The basic concepts formulated by economists are examined, and differences between strategic management and marketing management approaches to boundary definition are compared and analysed. It is concluded, that viewing market segments as discrete units with fix boundaries indicate a mechanistic approach to the problem. For a definition to be meaningful it must recognize the complexity and dynamics of the market under investigation. |
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