Market segmentation in German business practice: relevance, procedures and challenges
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Keywordsmarket segmentation; STP; segment target position; segmenting; targeting; positioning; segmentation criteria; business practices; Germany; customer groups; marketing; qualitative studies; field studies; consumer goods; industrial goods; B2C services; B2B markets; retail trade; retailing; retailers; business-to-business; business-to-consumer; company size; trans-sectoral similarities; industry sectors; entrepreneurs; entrepreneurialism; management.;
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