oa Journal of Marketing - Who moved my black diamonds? The case for 14 LSMs

Volume 2009, Issue 02
  • ISSN : 1811-9565



The media industry's apparent attitude to the de facto evolution from 10 LSMs to the 14 LSM model released in AMPS 2008, is either a measure of its complete disenchantment with LSMs generally or of an irrational desire to cling onto a 10 segment model that has been increasingly disconnected from the reality of developments in the South African marketplace.

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