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Research papers

Product relevance as basis for market defragmentation and strategic decision-making

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Jeroen Rietberg, Philip Bird
September 19, 2004
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Citation

Rietberg and Bird (2004a, September 19). Product relevance as basis for market defragmentation and strategic decision-making. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/product-relevance-as-basis-for-market-defragmentation-and-strategic-decision-making