The advantages of preference-based segmentation: an investigation of online grocery retailing.
Most companies aim to identify different groups of attractive customers in order to offer them appropriate products and/or services. To do this, companies need market segmentation. There is, however, a problem with the standard methods employed in market segmentation. The static inductive approach t...
| Main Authors: | , |
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| Format: | Journal article |
| Language: | English |
| Published: |
Palgrave Macmillan
2006
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