Market Segmentation in FMCG Companies

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Beschreibung

Market segmentation is the segmentation of markets into homogeneous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in such a way that the differences between buyers within each segment are as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix. This book explains the prevailing market segmentation basis in the market and their current existence.

Artikeldetails

EAN

9786202060233

Sprache

Englisch

Einband / Art

Taschenbuch

Maße

220 x 150 x 14 mm

Erscheinungsjahr

2017

Verlag / Hersteller

LAP LAMBERT Academic Publishing