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Is Marketing to Individuals Targeting Segments of One?

Springer Nature, (2015), 732
DOI: 10.1007/978-3-319-10912-1_234
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Abstract

Marketers form segments and target these with products. However a segment, like any group, differs noticeably from an individual. Even within the best constructed segment heterogeneity remains so there exists a problem: What taste precisely do you target?

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APA

Bendle, N. (2015). Is Marketing to Individuals Targeting Segments of One? In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 732). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_234

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