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Alignment and coordination of customer segmentation, distribution channel segmentation and overall strategy of the firm : a qualitative study on sporting goods industry / Dr. Thomas Rossberger.
- Format:
- Book
- Author/Creator:
- Rossberger, Thomas, author.
- Language:
- English
- Subjects (All):
- Sporting goods industry.
- Physical Description:
- 1 online resource (159 pages)
- Place of Publication:
- Gottingen, [Germany] : Cuvillier Verlag, 2015.
- Summary:
- The modern term of segmentation in marketing and sales can be observed in markets all over the world. In many established European markets a hyper-segmentation (Perez, 2008; Berghoff, 2007) is surpassing this development already. The term of hyper-segmentation expresses the tendency of a market allocation in too many subsegments or small niches. Facing a highly competitive market environment, producers are confronted with limited or declining market shares as well as constant pressure on product prices and costs. 'Blue Oceans' (Kim & Mauborgne, 005), thestill unexploited markets, are the desire of any sales oriented company. Discovering these Blue Oceans is demanding and entering them requires a considerable initial funding.
- Notes:
- Includes bibliographical references.
- Description based on online resource; title from PDF title page (ebrary, viewed October 2, 2017).
- ISBN:
- 9783736980341
- 3736980345
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