Judging the quality of customer segments: Segmentation effectiveness

Journal of Strategic Marketing

Volumn 18, Issue 2, 2010, Pages 113-131

  Dibb, Sally ^a   Simkin, Lyndon ^b  

^a OPEN UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b OXFORD BROOKES UNIVERSITY   (United Kingdom)

Author keywords

Market segmentation; Segment quality criteria; Segmentation effectiveness; Segmentation implementation; Target market strategy

Indexed keywords

EID: 77951719260     PISSN: 0965254X     EISSN: 14664488     Source Type: Journal    
DOI: 10.1080/09652540903537048     Document Type: Article

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