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oa Journal of Marketing - Segmentation : mission critical in times of crisis

 

Abstract

In a recent US study, two out of three businesses had recently conducted a segmentation study. Less than 14% found the study actionable; a serious issue in an industry where segmentation can be the difference between growth and stagnation.

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/content/mfsa1/2009/04/EJC74380
2009-04-01
2016-12-04
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