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| Author: | Dibb, S. Simkin, L. |
| Title: | Judging the quality of customer segments: Segmentation effectiveness |
| Journal: | Journal of Strategic Marketing
2010 : APR, VOL. 18:2, p. 113-131 |
| Index terms: | markets market segmentation strategy effectiveness mobile phones service case studies Eastern Europe |
| Language: | eng |
| Abstract: | Market segmentation (henceforth as: m-sgm.) is well established in marketing theory and applied by organizations from all industry sectors. Based on a longitudinal case study from the Eastern European mobile phone market, this study explores the practical application, impact and efficacy of these segment quality criteria. There is found the value of combining 'hard' statistical and 'soft' segment quality criteria in order to test the validity and robustness of m-sgm. outputs prior to implementing the m-sgm. Implications from this case for managers aiming to select and deploy suitable quality criteria are considered. |
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