haku: @author Verhallen, T.M.M. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Raaij, W.F. van Verhallen, T.M.M. |
| Otsikko: | Domain-specific market segmentation |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:10, p. 49-66 |
| Asiasana: | MARKET SEGMENTATION PRODUCT DIFFERENTIATION CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | Proposes domain-specific market segmentation as a promising approach as compared with segmentation based on general or on brand-specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand, and product differentiation, on the other hand, is the product benefit. The product benefit is the interaction of the product and the consumer. |
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