haku: @author Diamantopoulos, A. / yhteensä: 37
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| Tekijä: | Foedermayr, E.K. Diamantopoulos, A. |
| Otsikko: | Market segmentation in practice: Review of empirical studies, methodological assessment, and agenda for future research |
| Lehti: | Journal of Strategic Marketing
2008 : JUL, VOL. 16:3, p. 223-265 |
| Asiasana: | marketing market segmentation research literature review |
| Kieli: | eng |
| Tiivistelmä: | This paper's purpose is threefold: 1. the identified empirical studies are assessed in terms of their methodological characteristics to establish the soundness of extant empirical evidence on firms' market segmentation (here as: m-sgm.) practices, 2. findings relating to all stages making up the m-sgm. process are reviewed and contrasted with normative segmentation literature to identify issues of agreement and divergence etc., 3. based on disclosed research gaps relating specifically to each stage of the m-sgm. process, a navigation chart for future empirical research is developed. |
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