Kesting, Tobias; Rennhak, Carsten - In: World Review of Entrepreneurship, Management and … 7 (2011) 4, pp. 361-379
The market segmentation concept, which aims at meeting the specific needs of different customer groups, has been part … creating segments. Up till now, the way in which companies operate a market segmentation process in reality, has only been … implementing market segmentation concepts. On the one hand, it becomes apparent that segmentation activities may differ …