Online from: 1967
Subject Area: Marketing
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|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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