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Research papers

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Douglas MacLachlan, Michael Mulhern
October 10, 2004
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Citation

MacLachlan and Mulhern (2004a, October 10). Segment optimization. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/segment-optimization