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003			ZW-GwMSU
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040			_aMSU _cMSU _erda
100	1		_aDibb, Sally. _eauthor
245	1	0	_aJudging the quality of customer segments: _bsegmentation effectiveness _ccreated by Sally Dibb and Lyndon Simkin
264			_aAbingdon _bTaylor and Francis _c2010
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 18, number 2,
520			_aMarket segmentation is well established in marketing theory and applied by organisations from all industry sectors. Despite widespread use, developing and implementing segmentation schemes is rarely problem free. Testing the quality and robustness of segments is one of the difficulties which marketers face. The literature describes segment quality criteria which are intended to help with this task, yet there is little evidence of their deployment and efficacy in practice. Using a longitudinal case study from the Eastern European mobile phone market, the practical application, impact and efficacy of these segment quality criteria are examined. The findings reveal the value of combining ‘hard’ statistical and ‘soft’ segment quality criteria to test the validity and robustness of segmentation outputs prior to implementing the segmentation. Implications from this case for managers seeking to select and deploy suitable quality criteria are considered.
650	4		_aSegment quality criteria
650	4		_aMarket segmentation
650	4		_aSegmentation implementation
700	1		_aSimkin, Lyndon . _eauthor
856			_uhttps://doi.org/10.1080/09652540903537048
942			_2lcc _cJA
999			_c157391 _d157391