TITLE

CALL EVERY Shot

AUTHOR(S)
Finkbeiner, Carl; Waters, Kevin
PUB. DATE
January 2008
SOURCE
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p38
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Marketers know the value of segmenting their customer base and frequently use segmentation tools for guidance in making strategic and tactical brand decisions. More often than not, however, such tools fail to deliver meaningful prescriptive or actionable direction, thus hampering success. This article looks at some specific advancements in the area of segmentation research--to overcome these pitfalls, and then create solutions and more actionable direction for marketers.
ACCESSION #
28351838

 

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