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A Theory of Market Segmentation

1976; Springer Science+Business Media; Linguagem: Inglês

10.1007/978-3-642-51565-1_143

2196-9957

Henry J. Claycamp, William F. Massy,

Business Strategy and Innovation

A normative theory of market segmentation is presented as a multistage mathematical model of the full range of segmentation possibilities from the perfectly discriminating monopolist to the mass marketer. The theory’s major implications for the philosophy and application of the market segmentation strategy are discussed.