Abstract
This paper reexamines the concept of market segmentation from the viewpoint of indivIDuationdeindivIDuation theory and research, and discusses how this theoretical base may be applied to direct market segmentation strategies.
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Mills, M.K. (2015). Market Segmentation: A New Look at an Old Topic. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_40
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DOI: https://doi.org/10.1007/978-3-319-16976-7_40
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