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The Digital Institutional Repository of IIM BangaloreThis repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/21518| Title: | Customer segmentation at Spencer retail |
| Authors: | Mishra, Ashis Ghosh, Pulak |
| Keywords: | Marketing management;Customer segmentation |
| Issue Date: | 28-May-2015 |
| Publisher: | Indian Institute of Management Bangalore |
| Project: | Customer segmentation at Spencer retail |
| Series/Report no.: | IIMB_PR_2015-16_001 |
| Abstract: | Cases for teaching marketing research are always in short supply. Most of the available cases provide the problem as well as the solution; but not the process of arriving at the solution which is the crux of any marketing research course. A case in point would be Ontela Pick Dec (Ivey – 2008) or Harvard graduate student housing survey (HBS – 2005). In this case we intend to provide a step by step approach to segment consumer markets through cases. |
| URI: | https://repository.iimb.ac.in/handle/2074/21518 |
| Appears in Collections: | 2015-2016 |
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