haku: @freeterm MARKTSEGMENTIERUNG / yhteensä: 19
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| Tekijä: | Datta, Y. |
| Otsikko: | Market segmentation: an integrated framework |
| Lehti: | Long Range Planning
1996 : DEC, VOL. 29:6, p. 797-811 |
| Asiasana: | |
| Vapaa asiasana: | MARKTSEGMENTIERUNG |
| Kieli: | eng |
| Tiivistelmä: | Contrary to the demand oriented approach to market segmentation, this article illustrates a broader, integrated framework which includes both the demand and supply sides of the competitive equation. The author argues that starting with product characteristics is an easier and more actionable way of segmenting markets than the traditional marketing approach that begins with the customer characteristics. The proposed approach focuses not only on customer benefits or needs, but also on the resources necessary to satisfy them and demonstrates this with examples. |
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