Abstract
Market segmentation is one of the basic concepts in marketing. However, the issues of costs and profits have typically been ignored in discussions of segmentation. This paper introduces a straightforward framework to assess these issues. Various revenue and cost interactions are considered, and problems in implementing this process are discussed.
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Cross, J., Rudelius, W. (2015). Tradeoffs in Industrial Market Segmentation: Theory and Practice. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_23
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DOI: https://doi.org/10.1007/978-3-319-13159-7_23
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