Implementation rules to bridge the theory/practice divide in market segmentation

Journal of Marketing Management

Volumn 25, Issue 3-4, 2009, Pages 375-396

  Dibb, Sally ^a   Simkin, Lyndon ^b  

^a Public Sector Accounting   (United Kingdom)

^b OXFORD BROOKES UNIVERSITY   (United Kingdom)

Author keywords

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

Indexed keywords

EID: 77956302318     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1362/026725709X429809     Document Type: Article

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