Kesting, Tobias; Rennhak, Carsten - In: World Review of Entrepreneurship, Management and … 7 (2011) 4, pp. 361-379
The market segmentation concept, which aims at meeting the specific needs of different customer groups, has been part and parcel of marketing science for many years. Primarily the technical literature focuses on the different ways of creating segments. Up till now, the way in which companies...