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Person-Situation: Segmentation's Missing Link.

Authors :
Dickson, Peter R.
Source :
Journal of Marketing; Fall1982, Vol. 46 Issue 4, p56-64, 9p, 2 Diagrams, 2 Charts
Publication Year :
1982

Abstract

Has usage situation been overlooked in market segmentation? A general framework is offered which positions situation and person within situation as theoretically legitimate and potentially useful bases for segmenting demand and targeting marketing strategy. [ABSTRACT FROM AUTHOR]

Subjects

Subjects :
MARKET segmentation
MARKETING
ADVERTISING
ECONOMIC demand
MARKETING strategy
TARGET marketing
STRATEGIC planning
BUSINESS planning
MARKETING research
MARKETING planning

Details

Language :
English
ISSN :
00222429
Volume :
46
Issue :
4
Database :
Complementary Index
Journal :
Journal of Marketing
Publication Type :
Academic Journal
Accession number :
5009487
Full Text :
https://doi.org/10.1177/002224298204600407
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