Abstract
This paper demonstrates how product positioning and market segmentation have been employed successfully in an educational context. Applying these concepts, a specialized marketing program is described using a systems framework. Some implementation problems and directions for the future are discussed.
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© 2015 Academy of Marketing Science
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Lord, J.B., Baverty, J.L. (2015). Market Segmentation in Marketing Education: A Case Study. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_44
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DOI: https://doi.org/10.1007/978-3-319-16973-6_44
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16972-9
Online ISBN: 978-3-319-16973-6
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