Advancing Theory in Psychographic Market Segmentation Research
For decades, marketing research has focused on identifying psychographic segments to develop corporate strategy. However, as this article contends, psychographic segmentation research has often lacked sufficient theoretical grounding, particularly in the selection of variables and underlying theorie...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Georgia Southern University
2024-01-01
|
| Series: | Journal of Applied Marketing Theory |
| Subjects: | |
| Online Access: | https://digitalcommons.georgiasouthern.edu/jamt/vol11/iss2/2/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|