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Research papers

Dynamic segmentation

The paper looks at traditional ways of segmenting consumers and suggests that, with increasingly complex markets and with changing patterns of consumer behaviour, they are inadequate. A new approach to segmentation 'modal' or 'dynamic' segmentation...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Brian Hooper, Hans-Erik Anderssen, Peter Sampson
Company: Burke, Inc.
June 15, 1994
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Citation

Hooper, Anderssen and Sampson (1994a, June 15). Dynamic segmentation. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/dynamic-segmentation