Strategic market segmentation

Cathy Clerinx and David Mackenzie

Previous work by Maclennan and Mackenzie indicated that while top executives in the pharmaceutical industry often advocate being market oriented and customer focused, few companies (large or small) use market segmentation to its maximum potential.

Strategic Market Segmentation

Improving the focus of strategic marketing research in new product development

David Mackenzie Commercial Director, Adelphi International Research, United Kingdom. andCathy ClerinxDirector, Adelphi International Research, United...

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