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Building capabilities in segmentation implementation
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Poenaru, Adina, Baines, Paul and Wilson, Hugh N. (2014) Building capabilities in segmentation implementation. European Business Review . ISSN 0955-534X.
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Abstract
Segmentation is central to marketing strategy but implementing it is fraught with challenges. In this article, Paul Baines, Adina Poenaru and Hugh Wilson explain why managers should reconsider the use of segmentation and how to ensure its successful implementation.
| Item Type: | Journal Article | ||||
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| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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| Journal or Publication Title: | European Business Review | ||||
| Publisher: | Emerald Group Publishing Ltd. | ||||
| ISSN: | 0955-534X | ||||
| Official Date: | 22 May 2014 | ||||
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| Status: | Peer Reviewed | ||||
| Publication Status: | Published | ||||
| Access rights to Published version: | Open Access (Creative Commons) | ||||
| Related URLs: |
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