Liu, Ying; Ram, Sudha; Lusch, Robert F.; Brusco, Michael - In: Marketing Science 29 (2010) 5, pp. 880-894
Market segmentation is inherently a multicriterion problem even though it has often been modeled as a single-criterion problem in the traditional marketing literature and in practice. This paper discusses the multicriterion nature of market segmentation and develops a new mathematical model that...
