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Re-examining Market Segmentation: Bifurcated Perspectives and Practices

Additional information

Authors
Visconti L. M., Hughes M. Ü., Corengia M.
Type
Book chapter
Year
2020
Language
English
Book
Marketing Management: A Cultural Perspective
Publisher
Routledge
Start page number
287
End page number
312
Keywords
Segmentation, targeting, positioning, programmatic marketing, cultural marketing