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Marketing knowledge and the value of segmentation

Dibb, Sally; Stern, Philip and Wensley, Robin (2002). Marketing knowledge and the value of segmentation. Marketing Intelligence and Planning, 20(2) pp. 113–119.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1108/02634500210418536
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Abstract

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there appears to be no relationship between their reported marketing knowledge and the value attributed to using market segmentation. The findings for academics suggest inconsistencies in how they interpret the value of segmentation and appraise the usefulness of analytical and evaluation approaches.

Item Type: Journal Article
ISSN: 0263-4503
Keywords: Market Segmentation; Marketing Theory; Customer Profiling; Organizational Performance
Academic Unit/Department: Open University Business School
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 2021
Depositing User: Users 12 not found.
Date Deposited: 01 Jun 2006
Last Modified: 02 Dec 2010 19:46
URI: http://oro.open.ac.uk/id/eprint/2021
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