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Research papers

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972
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Citation

Biel, A. L. (1972a, September 01). Market segmentation. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/market-segmentation-1016