Market Segmentation: A Strategic Management Tool
Open Access
- 1 February 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (1) , 13-18
- https://doi.org/10.1177/002224377100800101
Abstract
In the past, marketing research has largely been restricted to tactical questions. However, with the advent of new techniques, marketing research can contribute directly to the development of strategic alternatives to current product marketing plans.Keywords
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