oa Journal of Marketing - Segmentation : mission critical in times of crisis
|Article Title||Segmentation : mission critical in times of crisis|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Apr 2009|
|Issue||Apr / May 2009|
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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