Methodological and Strategy Development Implications of Decision Segmentation

Thomas J. Reynolds

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix.

Behavioural economics
Consumer decision making
Lifestyle, psychographic segmentation

Methodological and Strategy Development Implications of Decision Segmentation

Thomas J. ReynoldsUniversity of Texas System

INTRODUCTION

The strategic planning process involves determining the best course of action to achieve the strongest and most sustainable...

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