Gehrt, Kenneth C.; Shim, Soyeon - In: International Marketing Review 20 (2003) 2, pp. 180-194
The study demonstrates the viability of situational segmentation in a market outside the USA. A number of situational … segmentation studies in the USA have examined the snacking market. This study examines situational segmentation opportunities in … segmentation is as effective in complementing more traditional segmentation approaches in Japan as it is in the USA. …