Sequential, Simultaneous and Optimal Approaches to Segmentation: Theory and Application

Market segmentation has been an important area for both academicians and practitioners in the field of Marketing. Most of the focus of the past research in the area has been on identifying bases for segmentation. Further steps in the segmentation process like evaluating the economics of segmentation, developing marketing programs for each segment, implementation and control of such programs have not been given the amount of attention they deserve. Secondly, several managerial constraints have not explicitly been taken into account in forming the segments. Thirdly, the issue of optimality in segmentation has not been addressed adequately. Fourthly, the process of allocation of resources to segments is treated as a problem distinct from the problem of forming segments. And finally, the issue of whether the explanatory variables should be fed in groups of a few at a time (sequential process) or all at one time (simultaneous process) has not been sufficiently examined.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Business Adminstration

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2014

Author dc:creator

• Visvabharathy, Ganesan

• Business Administration, Marketing

Identifier

(UMI)AAI8026610

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/72304