This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there...

Despite the well‐documented benefits which segmentation offers, businesses continue to encounter implementation difficulties. This raises concerns about the cause of these problems and how they might be overcome. These concerns are addressed in this paper in the form of three questions: Is...