Proposes domain‐specific market segmentation as a promising approach as compared with segmentation based on general or on brand‐specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand,...

The ways in which market boundaries are defined and markets structured are reviewed. The basic concepts formulated by economists which underpin much marketing literature are examined and differences between the strategic management and marketing management approaches to boundary definition found...

Aims to demonstrate, from a marketing and market segmentation point of view, the need to adapt the construct of the family life cycle to the particular features of the Spanish social environment, given the obvious differences in the structure of Spanish households in relation to the USA. From...

The swift and wide‐ranging changes that present‐day society is undergoing are leading to an increasing personalization in consumer behaviour patterns. These are increasingly less well explained by socio‐demographic and economic criteria. This effect seems to be particularly well reflected...

The underlying managerial rationale for segmenting markets is well established, with the marketing literature citing a range of benefits for businesses adopting a segmentation approach. Yet organisations frequently encounter difficulties in implementing segmentation principles. Even in the...

Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation has gained increasing importance, in both the consumer and the business domains. Examination of research within the latter domain indicates that, although considerable amounts of research have been carried...

The relationship between consumers’ decision‐making styles and their choice between domestic and imported brand clothing is investigated using a sample of Chinese consumers. The multivariate analysis of variance and discriminant analysis results indicate that seven decision‐making styles...

Purpose – Despite the proliferation of retail loyalty programs, little is known about differences in the behavior patterns of the consumers within them. There may be several unique segments within a loyalty program, and significant managerial implications may accrue from identification of...

Purpose – This research sets about discovering if it is possible to identify distinct, practice‐relevant and addressable clusters by means of selected criteria for constructing typologies – such as psychographic, culturally‐specific and purchasing behaviour‐relevant features – which...

Purpose – The aim of the paper is to present an overview and an assessment of the challenges and opportunities for businesses that emerge from the greater diversity and complexity in doing marketing in the expanding EU. Design/methodology/approach – The paper examines how marketing issues...