Results for: Segmentation
Consumer Segmentation in Practice: An Ethnographic Account of Slippage
Patricia L. Sunderland and Rita M. Denny
In Inside Marketing: Practices, Ideologies, Devices, edited by Detlev Zwick and Julien Cayla, 2011View Article >
This chapter, a story of slippage in timelines and agendas, illuminates the inherent messiness, in essence the effervescence of humanity, embodied in consumer research and consumer segmentation.