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High Impact Marketing That Gets Results by Ardi Kolah

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1

Market and customer segmentation

In this chapter:

•  Understanding the marketing planning process and the place of market and customer segmentation

•  How to determine the attractiveness of market and customer segments in consumer markets

•  How to determine the attractiveness of market and customer segments in business markets

•  Approach to international market and customer segmentation

Introduction

When the business marketplace resembled a small jungle, those with goods and services chased those with money; and those with money chased those ...

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