haku: @author Hines, T. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Hines, T. Quinn, L. |
| Otsikko: | Socially constructed realities and the hidden face of market segmentation |
| Lehti: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 529-543 |
| Asiasana: | Consumers Market segmentation Social marketing Society |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses market segmentation and it identifies the differences of perspectives that have contributed to market segmentation's development. It adopts a social constructionist attitude to explore the fundamental challenge to segmentation which lies in broadening of the heterogeneity that the approach was designed to handle. |
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