What is segmentation and why is it a useful process? Can all markets be segmented? Also, while
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What is segmentation and why is it a useful process? Can all markets be segmented? Also, while demographic segmentation is the easiest to undertake, what do you think of its soundness? Find out instances where markets segmented on apparent demographic characteristics actually differ because of underlying psychographic or behavioural traits of consumers.
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Advertising And Promotions: An IMC Perspective
ISBN: 185575
1st Edition
Authors: Kruti Shah, Alan D'Souza
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