Domain‐specific Market Segmentation

Proposes domain‐specific market segmentation as a promising approach as compared with segmentation based on general or on brand‐specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand, and product differentiation, on the other hand, is the product benefit. The product benefit is the interaction of the product and the consumer.

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Year of publication:	1994
Authors:	Fred van Raaij, W. ; Verhallen, Theo M.M.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 28.1994, 10, p. 49-66
Publisher:	MCB UP Ltd
Subject:	Consumers \| Demographics \| Market segmentation \| Product differentiation \| Psychographics

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/03090569410075786 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014723106