The Open UniversitySkip to content
 

Bridging the segmentation theory/practice divide

Dibb, Sally and Simkin, Lyndon (2009). Bridging the segmentation theory/practice divide. Journal of Marketing Management, 25(3) pp. 219–225.

Full text available as:
[img]
Preview
PDF (Accepted Manuscript) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (65Kb)
DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1362/026725709X429728
Google Scholar: Look up in Google Scholar

Abstract

More than thirty years ago, Wind's seminal review of research in market segmentation culminated with a research agenda for the subject area. In the intervening period, research has focused on the development of segmentation bases and models, segmentation research techniques and the identification of statistically sound solutions. Practical questions about implementation and the integration of segmentation into marketing strategy have received less attention, even though practitioners are known to struggle with the actual practice of segmentation. This special issue is motivated by this tension between theory and practice, which has shaped and continues to influence the research priorities for the field. Although many years may have elapsed since Wind's original research agenda, pressing questions about effectiveness and productivity apparently remain; namely: (i) concerns about the link between segmentation and performance, and its measurement; and (ii) the notion that productivity improvements arising from segmentation are only achievable if the segmentation process is effectively implemented. There were central themes to the call for papers for this special issue, which aims to develop our understanding of segmentation value, productivity and strategies, and managerial issues and implementation.

Item Type: Journal Article
Copyright Holders: 2009 Westburn Publishers Ltd.
ISSN: 0267-257X
Extra Information: This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution.
Keywords: market segmentation; segmentation theory; segmentation practice; targeting; implementation
Academic Unit/Department: Open University Business School
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 22396
Depositing User: Sally Dibb
Date Deposited: 22 Jul 2010 10:38
Last Modified: 23 Oct 2012 15:03
URI: http://oro.open.ac.uk/id/eprint/22396
Share this page:

Altmetrics

Scopus Citations

Actions (login may be required)

View Item
Report issue / request change

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340   general-enquiries@open.ac.uk