search query: @author Jenkins, M. / total: 6
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| Author: | Jenkins, M. McDonald, M. |
| Title: | Market segmentation: Organizational archetypes and research agendas |
| Journal: | European Journal of Marketing
1997 : VOL. 31:1/2, p. 17-32 |
| Index terms: | MARKET SEGMENTATION ORGANIZATIONAL THEORY CUSTOMERS |
| Language: | eng |
| Abstract: | This paper introduces a series of concrete examples into the largely conceptual discussion on market segmentation. The first section raised issues concerning the existing published work on segmentation. Through four organizational architypes this paper clarifies the potential for integrating organizational characteristics as a component part of segment definition. The contribution of these architypes is to emphasize the central dimensions in the segmentation process: the level of organizational integration and the level of customer focus. Themes such as relationship marketing, market-driven processes and pursuit of excellence, are concerned with the managing the linkage between the organization and market segments. |
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