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Research papers

Strategic market segmentation

Previous work by Maclennan and Mackenzie indicated that while top executives in the pharmaceutical industry often advocate being market oriented and customer focused, few companies (large or small) use market segmentation to its maximum potential....

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics
Authors: David Mackenzie, Cathy Clerinx
April 1, 2001
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Citation

Mackenzie and Clerinx (2001a, April 01). Strategic market segmentation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/strategic-market-segmentation