haku: @author Sarabia, F. J. / yhteensä: 1
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| Tekijä: | Sarabia, F. J. |
| Otsikko: | Model for market segments evaluation and selection |
| Lehti: | European Journal of Marketing
1996 : VOL. 30:4, p. 58-74 |
| Asiasana: | MARKETING MARKET SEGMENTATION SPAIN EVALUATION |
| Kieli: | eng |
| Tiivistelmä: | Most of the academic interest involved in the market segmentation process, has been directed towards the identification of segments and works dealing with their selection and evaluation are rarely found. This paper proposes a model for evaluating and selecting target market segments. The final output is a selection matrix where segments are situated according to two multivariate dimensions. The model has many advantages over the coefficients and evaluations existing in the literature, and constitutes an alternative to them. |
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