Zeren, Dr. Deniz; Guler, Dr. Ebru Ozgur - In: Far East Journal of Psychology and Business 11 No 2 Paper 1 May (2013) 1, pp. 1-10
For decades, marketers have been faced with the challenge of satisfying the needs and wants of all their customers using a single marketing strategy. There has recently been a shift in the marketing field from mass marketing to segmentation strategies where people with similar needs can be...