Performing market segmentation : a performative perspective
Year of publication: |
2015
|
---|---|
Authors: | Venter, Peet ; Wright, Alex ; Dibb, Sally |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 31.2015, 1/2, p. 62-83
|
Subject: | market segmentation | performativity | marketing as practice | theory | case study | Marketingmanagement | Marketing management | Marktsegmentierung | Market segmentation |
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