Bridging the Segmentation Theory/Practice Divide Guest Editors: Sally Dibb and Lyndon Simkin Background
نویسنده
چکیده
More than thirty years ago, Wind’s (1978) seminal review of research in market segmentation culminated with a research agenda for the subject area. The priorities included exploring the applicability of new segmentation bases across different products and contexts, developing more flexible data analysis techniques, creating new research designs and data collection approaches, developing new conceptualisations of the segmentation problem, integrating segmentation research into strategic decision making and evaluating effectiveness. In the intervening period, much of the research and writing in the area has focused on the development of segmentation bases and models, segmentation research techniques and the identification of statistically sound solutions. More practical questions about implementation and the integration of segmentation into marketing strategy have received less attention, even though practitioners are known to struggle with the actual practice of segmentation. The consequence is that despite its long academic heritage, segmentation may be failing to achieve its original objectives.
منابع مشابه
Exploring the Academic-Practitioner Divide in Market Segmentation: Suggestions for Further Research
ions of customers or mathematical tools and models (Boejgaard & Ellegaard, 2010). Their focus on ease of use (Dibb & Simkin, 1994) might have led them to use their intuition or gut feelings more than hard evidence, due to unfamiliarity with the necessary statistical techniques (Foedermayr & Diamantopoulos, 2008). Another perceived problem is the implementation of the outcomes of market segmenta...
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متن کاملUniversity ’ s repository of research publications and other research outputs Implementation rules to bridge the theory / practice divide in market segmentation
Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's data policy on reuse of materials please consult the policies page. Abstract Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for ...
متن کاملThe Open University ’ s repository of research publications and other research outputs Implementation rules to bridge the theory / practice divide in market segmentation
Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's data policy on reuse of materials please consult the policies page. Abstract Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for ...
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