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
