Abstract
A key requirement for each concluding segment is the ability to identify clearly which customers are to be found in each of them. This is critical for targeting your segment-specific offers.
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© 1998 Malcolm McDonald and Ian Dunbar
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McDonald, M., Dunbar, I. (1998). Who Buys (Step 2). In: Market Segmentation. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-26591-6_3
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DOI: https://doi.org/10.1007/978-1-349-26591-6_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-333-73369-1
Online ISBN: 978-1-349-26591-6
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