Dibb Study guides, Class notes & Summaries

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Marketing, concepts and strategies

Summary of the following 3 papers: Müller, H., Vogt, B., & Kroll, E. B. (2012). To Be or Not to Be Price Conscious—a Segment‐Based Analysis of Compromise Effects in Market‐Like Framings.Psychology & Marketing, 29(2), 107-116. Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management, 31(1-2), 62-83. Lockshin, L., & Cohen, E. (2011). Using product and retail choice attributes for cross-national segmentation. Europ...