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What is Market Segmentation in Marketing Strategy about?

This document discusses market segmentation and its importance. It begins by providing background on market segmentation, including that it divides a diverse market into homogeneous subgroups with similar needs, behaviors, and responses to marketing. It then discusses challenges with market segmentation, including tensions between theory and practice, and the need for new variables and innovative strategies. Specifically, it notes a lack of research on using index construction to segment markets. The purpos

Author

Tajudeen Adegbenro

Language

EN