Market Segmentation: Conceptual and Methodological Foundations

by Wagner A Kamakura and Michel Wedel

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Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central...

Format:Hardcover

Language:English

ISBN:0792386353

ISBN13:9780792386353

Release Date:December 2000

Publisher:Springer

Length:382 Pages

Weight:0.90 lbs.

Dimensions:1.1" x 6.4" x 9.5"

Related Subjects

Business Business & Finance Business & Investing Computers Computers & Technology Economics Global International Management & Leadership Marketing Math Mathematics Popular Economics Science & Math Statistics Systems & Planning

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Market Segmentation: Conceptual and Methodological Foundations

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