Hoek, Janet; Gendall, Philip; Esslemont, Don - In: Journal of Marketing Practice: Applied Marketing Science 2 (1996) 1, pp. 25-34
Acceptance of the benefits of market segmentation is so pervasive that it seems almost sacrilegious to question the validity of this faith in the power of segmentation as a marketing tool. But, at the risk of being labelled heretics, argues that segmentation is not the marketers’ nirvana it is...