Market segmentation capability and business performance : a reconceptualisation and empirical validation
Recent developments in marketing and technological fields have raised concerns about the usefulness of market segmentation as an effective marketing practice. Furthermore, the segmentation literature has highlighted significant implementation problems, due to a gap between academics’ focus on the re...
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| Language: | en |
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Cranfield University
2012
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| Online Access: | http://dspace.lib.cranfield.ac.uk/handle/1826/7172 |