Dibb, Sally; Stern, Philip and Wensley, Robin
Marketing knowledge and the value of segmentation.
Marketing Intelligence and Planning, 20(2),
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.
||Market Segmentation; Marketing Theory; Customer Profiling; Organizational Performance
||Open University Business School
||Users 12 not found.
||01 Jun 2006
||02 Dec 2010 19:46
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