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| Tekijä: | Dibb, S. |
| Otsikko: | New millennium, new segments: moving towards the segment of one? |
| Lehti: | Journal of Strategic Marketing
2001 : SEP, VOL. 9:3, p. 193-213 |
| Asiasana: | Market segmentation Customer relationship management (CRM) Marketing strategy |
| Vapaa asiasana: | Customer-centric marketing One-to-one marketing |
| Kieli: | eng |
| Tiivistelmä: | The author considers the future of market segmentation and questions whether the 'segment of one' is the new panacea for marketing. The findings suggest that not all consumers will choose to take advantage of the new one-to-one purchasing opportunities. As in the past, individuals will continue to exhibit a variety of buyer behaviours and preferences. |
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