haku: @all sensemaking / yhteensä: 32
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| Tekijä: | Quinn, L. Hines, T. Bennison, D. |
| Otsikko: | Making sense of market segmentation: a fashion retailing case |
| Lehti: | European Journal of Marketing
2007 : VOL. 41:5/6, p.439-465 |
| Asiasana: | market segmentation fashions industry retailing decision making marketing strategy |
| Kieli: | eng |
| Tiivistelmä: | This paper makes a contribution to current market segmentation debates through the analysis of an instrumental case study examining practice in fashion retailing. Sensemaking properties are used as a disciplined structure in which to report the case and make sense of segmentation. This study shows that the definition and scope of market segmentation is broader than the current marketing literature suggests. This research broadens normative theoretical perspectives on market segmentation by highlighting intuitive and tacit dimensions. Combining sensemaking within the case study analysis has helped structure thought trials to provide a rare qualitative insight into the managerial construction of segmentation. |
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