Abstract
Wendell Smith (1956) stated that segmentation “…consists of viewing a heterogeneous market (one characterized by divergent demand) as a number of smaller homogeneous markets.” A more recent definition states that segmentation is “The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs” (AMA 2005, emphasis added). The underlying assumption of these definitions is one of stability, premised upon the belief that customers behave in stable patterns like one another, thereby justifying segmentation according to shared characteristics. In addition, and perhaps more importantly, these so-called ‘modern’ segmentation methods assume that customers demonstrate stability in their own individual attitudes and behaviors.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
REFERENCES
American Marketing Association (AMA) (2005) “Dictionary of Marketing Terms” www.marketingpower.com/mg-dictionary.php Accessed 18 October 2005.
Brown, S. (1993) “Postmodern Marketing?” European Journal of Marketing 27(4): 19–34.
Goulding, C. (2003) “Issues in Representing the Postmodern Consumer” Qualitative Market Research 6(3): 152–159.
Smith, W. R. (1956) “Product Differentiation and Market Segmentation as Alternative Marketing Strategies” Journal of Marketing 21(1): 3–9.
Thomas, M. J. (1997) “Consumer Market Research: Does It Have Validity? Some Postmodern Thoughts” Marketing Intelligence ɩ Planning 15(2): 54.
Turner, B. S. (1990) Theories of Modernity and Postmodernity, London, UK: SAGE.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Smith, J.A., Amine, L.S. (2015). Modern vs Postmodern Consumer Segmentation in International Business: A Comparative Analysis and Research Agenda. In: Spotts, H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11761-4_70
Download citation
DOI: https://doi.org/10.1007/978-3-319-11761-4_70
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11760-7
Online ISBN: 978-3-319-11761-4
eBook Packages: Business and EconomicsBusiness and Management (R0)