Market segmentation - Wharton Faculty Platform

available for use (see, e.g. Dahan and Srinivasan, 2000). These changes are leading to the creation of ‘one-on-one marketing’ or segments of one. The Ch11-H8566.qxd 8/8/07 2:04 PM Page 222. Market segmentation 223 globalization of business expands the scope of

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