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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Market Segmentation: A Review


Document Information:
Title:Market Segmentation: A Review
Author(s):T.P. Beane, (Philip Morris, USA), D.M. Ennis, (Philip Morris, USA)
Citation:T.P. Beane, D.M. Ennis, (1987) "Market Segmentation: A Review", European Journal of Marketing, Vol. 21 Iss: 5, pp.20 - 42
Keywords:Market Research, Market Segmentation, Market Share, Market Surveys
Article type:Research Paper
DOI:10.1108/EUM0000000004695 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed: geographic, demographic, psychographic, behaviouristic and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling and canonical analysis.


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