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| Tekijä: | Wyner, G.A. |
| Otsikko: | Segmentation architecture |
| Lehti: | Marketing Management
2002 : MAR-APR, VOL. 11:2, p. 6-7 |
| Asiasana: | Market segmentation Marketing |
| Kieli: | eng |
| Tiivistelmä: | Complex companies with varied markets need segmentation rules. Segmentation is a word which is emotionally charged in some companies, ranging from "it's critical to how we go to market" to "it represents organizational conflict and confusion" to "it's ineffective and therefore irrelevant" to our business. Complex companies often have a plethora of segmentations, and when each division or product group has its own, they can potentially conflict with each other. Can there be too much of a good thing? |
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