To read the full version of this content please select one of the options below:

Markets of a single customer: exploiting conceptual developments in market segmentation

Ali Kara (Pennsylvania State University at York, York, Pennsylvania, USA)
Erdener Kaynak (Pennsylvania State University at Harrisburg, Middletown, Pennsylvania, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 December 1997



Market segmentation has always had a very important place in the marketing literature. Besides being one of the ways of operationalizing the marketing concept, market segmentation provides effective guidelines for firms’ marketing strategy development and resource allocation among their diverse product markets. As market segmentation simultaneously addresses the roles of both marketers and customers, the segmentation concept has captured the attention of many scholars and practitioners alike in the field. Accordingly, within the last few years, a number of new developments have emerged in market segmentation. Although different terms or concepts may have been used by different researchers, the basic idea behind these developments has been to create more effective and efficient ways of reaching individual consumers in order to satisfy their unique needs and wants. Examines and conceptualizes the recent advancements in market segmentation and development studies and globally explores their managerial implications for marketing practitioners and researchers alike for orderly decision‐making purposes.



Kara, A. and Kaynak, E. (1997), "Markets of a single customer: exploiting conceptual developments in market segmentation", European Journal of Marketing, Vol. 31 No. 11/12, pp. 873-895.




Copyright © 1997, MCB UP Limited