TOWARD AN OPTIMAL MARKET TARGET: A STRATEGY FOR MARKET SEGMENTATION
Kevin J. Clancy
(Professor of Marketing, Boston University School of Management)
Mary Lou Roberts
(Associate Professor of Marketing, Boston University School of Management)
2808
Abstract
There are few if any marketing concepts that have generated effort as voluminous and sustained as marketing segmentation. From the middle 1950's to the present, the topic has attracted both academicians and practitioners because of its inherent intellectual challenge and relevance to real world marketing decision making.
Citation
Clancy, K.J. and Lou Roberts, M. (1984), "TOWARD AN OPTIMAL MARKET TARGET: A STRATEGY FOR MARKET SEGMENTATION", Journal of Consumer Marketing, Vol. 1 No. 1, pp. 64-73. https://doi.org/10.1108/eb008087
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited