TITLE

Making segmentation work

AUTHOR(S)
Barron, Jennifer; Hollingshead, Jim
PUB. DATE
January 2002
SOURCE
Marketing Management;Jan/Feb2002, Vol. 11 Issue 1, p24
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
In today's marketing world, segmentation is often treated as old hat. And it's no wonder. With so many misconceptions and segmentation failures, marketing professionals are left with little more than survey statistics, textbook rhetoric, and wasted market research dollars. But all hope is not lost. Building segmentation that works requires a new approach to an old concept. And doing it well can revolutionize a market and create explosive top-line growth.
ACCESSION #
5817737

 

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