Baines, Fill, & Rosengren: Marketing 4e
Chapter 6: Research insights (seminal paper links)
- Research Insight 6.1
Smith, W. R. (1956), ‘Product differentiation and market segmentation as alternative marketing strategies’, Journal of Marketing, July, 3–8.
- Research Insight 6.2
Beane, T.P., and Ennis, D.M., (1987) "Market Segmentation: A Review", European Journal of Marketing, Vol. 21 Iss: 5, pp.20 - 42.
- Research Insight 6.3
Hellwig, K. Morhart, F., Girardin, F. and Hauser, M. (2015) Exploring Different Types of Sharing: A Proposed Segmentation of the Market for “Sharing” Businesses, Psychology & Marketing, 32, 9, 891–906.
- Research Insight 6.4
Dewar, N., and Bagga, C.K. (2015) A Better Way to Map Brand Strategy, Harvard Business Review, June.
- Research Insight 6.5
Ries, A. and Trout, J. (2006), Positioning: The Battle for your Mind, London: McGraw-Hill Professional.