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De Villiers et al., 2019 - Google Patents

International market segmentation across consumption and communication categories: Identity, demographics, and consumer decisions and online habits

De Villiers et al., 2019

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Document ID
14279834385978894310
Author
De Villiers R
Tipgomut P
Franklin D
Publication year
Publication venue
Promotion and Marketing Communications

External Links

Snippet

In this chapter we will discuss the different approaches to market segmentation and selection and explore how the selection process influences the company's culture, its brand positioning, and how it is impacted upon by the overall marketing and communication …
Continue reading at www.intechopen.com (HTML) (other versions)

Classifications

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