An Approach to Normative Segmentation
Open Access
- 1 August 1978
- journal article
- other
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (3) , 338-345
- https://doi.org/10.1177/002224377801500303
Abstract
In current approaches to normative market segmentation, development of segments and allocation of resources to these segments are considered as two independent steps. The result may be infeasible or suboptimal segmentation schemes which contribute to inefficient use of resources. The authors propose a conceptual framework wherein the market segments are developed within the managerial, institutional, and resource constraints. Mathematical formulations and illustrative examples are provided.Keywords
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