Market segmentation and target groups

Date of publication: June 15, 1972

Author: Friedrich Wendt

Abstract:

Our subject refers to a partial field in preparatory work for marketing decisions in the communication industry - that is one way of handling the available data. We shall not treat analytical techniques as forecasting or decision processing which allow particular answers to questions of the marketing practitioners. We only want to discuss one phase in which the researcher tries to explore the structure of the respective market.

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