Market Segmentation: Conceptual and Methodological Foundations

by Wagner A Kamakura and Michel Wedel

Book Overview

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"