Methodological reasons for the theory/practice divide in market segmentation

Sara Dolnicar, Katie Lazarevski
  • Journal of Marketing Management, April 2009, Taylor & Francis
  • DOI: 10.1362/026725709x429791

What is it about?

Many market segmentation experts talk about a huge divide between theory and practise in market segmentation. Here, we explore the reasons for this divide.

Why is it important?

Market segmentation is widely used in academia to create new knowledge and by industry to identify a promising target segment. High quality market segmentation analysis is the key to achieving these two aims.

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The following have contributed to this page: Professor Sara Dolnicar