Person-Situation: Segmentation's Missing Link
Open Access
- 1 September 1982
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 46 (4) , 56-64
- https://doi.org/10.1177/002224298204600407
Abstract
Has usage situation been overlooked in market segmentation? A general framework is offered which positions situation and person within situation as theoretically legitimate and potentially useful bases for segmenting demand and targeting marketing strategy.Keywords
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