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The Concept and Application of Life Style Segmentation

Joseph T. Plummer
Journal of Marketing
Vol. 38, No. 1 (Jan., 1974), pp. 33-37
DOI: 10.2307/1250164
Stable URL: http://www.jstor.org/stable/1250164
Page Count: 5
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The Concept and Application of Life Style Segmentation
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Abstract

Application of life style analysis to market segmentation can often provide the marketing manager in search of a competitive advantage with useful new data and fresh insights into the firm's target markets. The author discusses the theory underlying this approach and indicates ways in which it has been and can be used.

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