The challenge of uniqueness versus unity

Date of publication: September 1, 1974

Author: Alain Zwilling


In this context, the object of the present discussion will be two-fold : - examine practical problems linked with the use of the market segmentation approach, - examine the practical feasibility of this approach in international research. This discussion will not he concerned at all with the mechanics of market segmentation, that is the statical techniques used to obtain the variables and to obtain the segmented picture.

  • PDF
  • This could also be of interest