Gallagher, Damian; O'Connor, Christina; Gilmore, Audrey - In: Marketing Intelligence & Planning 34 (2016) 2, pp. 203-222
Purpose – The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayr and Diamantopoulos, 2008) so as to provide...