Is Something Rotten in Segmentation?

Article Abstract:

Author Lawrence D. Gibson debunks the segmentation as a marketing concept because of several presumptuous fallacies. It is descriptive, not predictive, assumes homogeneity and competition-free segments, defines the wrong segment, and because the four practices used in segmentation are incorrect.

Consumer preferences, Authorship, Gibson, Lawrence D.

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There Is No Brand Segmentation

Article Abstract:

Although previously, it was thought that different brands appeal to different kinds of people, now it is widely accepted that similar brands appeal to similar people. The question is not who buys the product but how many buy the product.

Statistical Data Included, Methods, Brief Article, Demographic aspects, Brand name products, Brand names, Consumers

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My research in marketing: how it happened

Article Abstract:

A marketing pioneer outlines his personal research in marketing over the last fifty years.

Management dynamics, Market Research, Market Research & Product Development, Marketing Personnel, Management, Marketing research, Company business management

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