Abstract
In this article a normative theory of market segmentation is developed that takes account of major implementation problems. The theory is presented as a multistage mathematical model of the full range of segmentation possibilities from the perfectly discriminating monopolist to the mass marketer. The theory's major implications for the philosophy and application of the market segmentation strategy are discussed in detail.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
30 articles.
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