Marketing knowledge and the value of segmentation

Sally Dibb, Philip Stern, Robin Wensley

Research output: Contribution to journalArticle

55 Citations (Scopus)

Abstract

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there appears to be no relationship between their reported marketing knowledge and the value attributed to using market segmentation. The findings for academics suggest inconsistencies in how they interpret the value of segmentation and appraise the usefulness of analytical and evaluation approaches.

Original languageEnglish
Pages (from-to)113-119
Number of pages7
JournalMarketing Intelligence & Planning
Volume20
Issue number2
DOIs
Publication statusPublished - 1 Apr 2002
Externally publishedYes

Keywords

  • Customer profiling
  • Market segmentation
  • Marketing theory
  • Organizational performance

ASJC Scopus subject areas

  • Marketing

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