Thoeni, Andrew T.; Marshall, Greg W.; Campbell, Stacy M. - In: European Journal of Marketing 50 (2016) 12, pp. 2192-2215
Purpose The purpose of this paper is to define a typology of strategic segmentation accounting for antecedents (potentially conscious or subconscious) that influence marketing managers’ practice of strategic segmentation, thereby formulating a new theoretical basis to bridge the current...