Market segmentation

Malcolm H. B. McDonald · Martin G. Christopher · Margrit Bass

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Marketing and Advertising Strategies Customer churn and segmentation Consumer Behavior and Market Dynamics

Abstract

We have seen so far that marketing is an attitude of mind concerning customer satisfaction rather than a set of techniques simply to ‘sell’ products or services. No matter how good the product or service on offer, if there are not enough customers to buy it, there is no business. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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1991European Journal of Marketing 1987Market segmentation 1998Market Segmentation

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