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Segmentation & Stereotyping Essay
SEGMENTATION AND STEREOTYPING:
FUNDAMENTALLY DIFFERENT CONCEPTS
The claim has been made that segmentation is little more than stereotyping and is of limited value to the marketer. This claim is not valid. Segmentation and stereotyping are fundamentally different. Segmentation, when conducted in conformance with accepted concepts and techniques, can be a valuable component of a marketing programme.
The Concepts [...]
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