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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250164
Page Count: 5
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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.
Journal of Marketing © 1974 American Marketing Association