Abstract
Marketers form segments and target these with products. However a segment, like any group, differs noticeably from an individual. Even within the best constructed segment heterogeneity remains so there exists a problem: What taste precisely do you target?
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© 2015 Academy of Marketing Science
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Bendle, N. (2015). Is Marketing to Individuals Targeting Segments of One?. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_234
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DOI: https://doi.org/10.1007/978-3-319-10912-1_234
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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