The New Market Segmentation
- Topics:
- Brand Strategy
- Tags:
- Interbrand,
- Leadership,
- Management,
- Market Segmentation,
- Market-segmentation,
- Marketing,
- Marketing Research
- Source:
- Interbrand
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Overview: From the executive summary: ‘Today's consumer refuses almost completely to abide by segments that create homogeneous groups making market segmentation in the traditional way practically impossible. One central insight for the re-designing of market segmentation is the eclectic consumer, who will not miss anything, connects to different, even contradictory, motivations at different times. In order to adapt to the consumer reality, segmentation should be formulated not according to groups of people, but according to purchases, or consumptions.’ The paper discusses dynamics of market segmentation.
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Format: HTML | Date: Jan 2003 | Pages: 1
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