Segment optimization. An empirical comparison

Douglas L. MacLachlan and Michael G. Mulhern

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy.

Segment Optimization

An empirical comparison

Douglas L. MacLachlanUniversity of Washington Business School, United States.

Michael G. MulhernMulhern Consulting, United States.

INTRODUCTION

Market segmentation is a core element of any marketing strategy. Marketers...

Learn more Get a demo