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Evaluating market segmentation research priorities

Quinn, Lee and Dibb, Sally (2010). Evaluating market segmentation research priorities. In: Academy of Marketing Conference: Transformational Marketing, 5-7 Jul 2010, Coventry University.

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Set against a transforming social and economic climate, this empirical study reignites debate about the degree to which theory and practice priorities are aligned in the academic market-segmentation research agenda. Results from an online survey of academics researching and publishing in the market-segmentation field suggest little change in the scope or content of these priorities in the past 30 years. This reopens discussion about the slowly changing nature of the segmentation research agenda and raises questions about the ways in which research priorities are shaped by the external environment. The findings further suggest that the conflicting nature of academic and practitioner requirements is a barrier to opportunities for a successful academic/practitioner interface. We conclude that the segmentation research agenda has become too narrow, outlining the need to broaden debate and re-emancipate this important field of research.

Item Type: Conference or Workshop Item
Copyright Holders: 2010 Westburn Publishers Ltd.
Extra Information: Journal of Marketing Management
Vol.26, nos. 13-14, December 2010
pp. 1239-1255
Keywords: market segmentation; research priorities; environmental change; managerial relevance
Academic Unit/School: Faculty of Business and Law (FBL)
Research Group: Innovation, Knowledge & Development research centre (IKD)
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Item ID: 36305
Depositing User: Sally Dibb
Date Deposited: 24 Jan 2013 09:57
Last Modified: 07 Dec 2018 10:12
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