search query: @author Hines, T. / total: 5
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| Author: | Hines, T. Quinn, L. |
| Title: | Socially constructed realities and the hidden face of market segmentation |
| Journal: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 529-543 |
| Index terms: | Consumers Market segmentation Social marketing Society |
| Language: | eng |
| Abstract: | This paper discusses market segmentation and it identifies the differences of perspectives that have contributed to market segmentation's development. It adopts a social constructionist attitude to explore the fundamental challenge to segmentation which lies in broadening of the heterogeneity that the approach was designed to handle. |
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