haku: @indexterm Consumers / yhteensä: 1076
viite: 248 / 1076
Tekijä: | Hines, T. Quinn, L. |
Otsikko: | Socially constructed realities and the hidden face of market segmentation |
Lehti: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 529-543 |
Asiasana: | Consumers Market segmentation Social marketing Society |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA