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Segmentation and targeting
Sternthal, Brian; Tybout, Alice M. - In: Kellogg on marketing, (pp. 3-30). 2001
Persistent link: https://www.econbiz.de/10001612972
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Marketing to consumers at the bottom of the pyramid
Calder, Bobby J.; Kolsky, Richard; Letelier, Maria Flores - In: Kellogg on marketing, (pp. 287-306). 2010
Persistent link: https://www.econbiz.de/10008664277
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Identifying market segments and selecting targets
Tybout, Alice M.; Grayson, Kent - In: Kellogg on marketing, (pp. 26-55). 2010
Persistent link: https://www.econbiz.de/10008664293
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The effects of a different category context on target brand evaluations
Nam, Myungwoo; Sternthal, Brian - In: Journal of consumer research : JCR ; an … 35 (2008/09) 4, pp. 668-679
Persistent link: https://www.econbiz.de/10003806954