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Journal Article

Market Segmentation: A Strategic Management Tool

Richard M. Johnson
Journal of Marketing Research
Vol. 8, No. 1 (Feb., 1971), pp. 13-18
DOI: 10.2307/3149720
Stable URL: http://www.jstor.org/stable/3149720
Page Count: 6
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Market Segmentation: A Strategic Management Tool
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Abstract

In the past, marketing research has largely been restricted to tactical questions. However, with the advent of new techniques, marketing research can contribute directly to the development of strategic alternatives to current product marketing plans.

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