haku: @indexterm MARKET SEGMENTATION / yhteensä: 478
viite: 301 / 478
| Tekijä: | Parkinson, S. T. |
| Otsikko: | Management update. Marketing |
| Lehti: | Journal of General Management
1989 : SPRING, VOL. 14:3, p. 9-16 |
| Asiasana: | MARKETING CONSUMER SATISFACTION MARKET SEGMENTATION STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | Customer identification and customer satisfaction are two distinctly different aspects of marketing activity. Customer identification skills are related to the process of identifying the competitive situation, analysing the market, distinguishing different segments with differing requirements, and developing effective marketing strategies. This area has traditionally been given most attention in the marketing literature. By contrast customer satisfaction skills have been neglected. The articles which are reviewed address these two different aspects of marketing. |
SCIMA