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BENEFIT SEGMENTATION 20 YEARS LATER

BENEFIT SEGMENTATION 20 YEARS LATER During the more than twenty years since its inception the technique of Benefit Segmentation has become a familiar method of analyzing markets to discover segmentation opportunities. Almost every major marketer of consumer goods and services has attempted to use this method one or more times. However, the degree of success which has attended its use has varied. In this article its originator, Dr. Russell I. Haley, examines the reasons for this variation, offers guidelines for proper use, and suggests directions for further improvements in the method. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

BENEFIT SEGMENTATION 20 YEARS LATER

Journal of Consumer Marketing , Volume 1 (2): 9 – Feb 1, 1984

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/eb008090
Publisher site
See Article on Publisher Site

Abstract

During the more than twenty years since its inception the technique of Benefit Segmentation has become a familiar method of analyzing markets to discover segmentation opportunities. Almost every major marketer of consumer goods and services has attempted to use this method one or more times. However, the degree of success which has attended its use has varied. In this article its originator, Dr. Russell I. Haley, examines the reasons for this variation, offers guidelines for proper use, and suggests directions for further improvements in the method.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 1984

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