A CRITICAL REVIEW OF SEGMENTATION

Basu, Nilanjan (2014) A CRITICAL REVIEW OF SEGMENTATION. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Segmentation as a marketing concept has been viewed as the first step in analysing a market so as to divide the market into component parts consisting of a homogeneous group. Segmentation has evolved from being a simple concept to becoming a major guidance for firms’ strategy and resource allocation. This paper critically reviews the segmentation approaches in a business-to-business context taking into account the differentiated need in a specialized B2B market. The methodology adopted is to review and contrast segmentation literature in traditional and contemporary themes. The review details a critical discussion on business-to-business segmentation with a balanced perspective of a marketing theorist and a strategy practitioner.

Item Type: Dissertation (University of Nottingham only)
Keywords: Segmentation, B2B segmentation, Emerging markets, Specialized B2B market, Implementation, Product Space mapping, B2B Segmentation Model
Depositing User: EP, Services
Date Deposited: 04 Apr 2022 14:18
Last Modified: 04 Apr 2022 14:18
URI: http://eprints.nottingham.ac.uk/id/eprint/27548

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