Marketing knowledge and the value of segmentation
Abstract
This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there appears to be no relationship between their reported marketing knowledge and the value attributed to using market segmentation. The findings for academics suggest inconsistencies in how they interpret the value of segmentation and appraise the usefulness of analytical and evaluation approaches.
Keywords
Citation
Dibb, S., Stern, P. and Wensley, R. (2002), "Marketing knowledge and the value of segmentation", Marketing Intelligence & Planning, Vol. 20 No. 2, pp. 113-119. https://doi.org/10.1108/02634500210418536
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited