A Theory of Market Segmentation.

Henry J. Claycamp, William F. Massy
Journal of Marketing Research (JMR)
Current average rating    
 
Key Takeaways
Keywords
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.
Download

Author Bio:

 
Henry J. Claycamp, William F. Massy
Add A Comment :