How to evaluate a market segmentation process : A study on behalf of Svenska Cellulosa Aktiebolaget
Background A widely used concept within marketing is market segmentation, which companies use to create value. Many researchers have focused on different approaches to market segmentation and the segmentation process, but little attention has been given to how one can evaluate such a process. The th...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
2011
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15545 |