A generalized normative segmentation methodology employing conjoint analysis

Wayne S. Desarbo, Christian F. Desarbo

Research output: Chapter in Book/Report/Conference proceedingChapter

12 Scopus citations


Since the pioneering research of Wendell Smith (1956), the concept of market segmentation has been one of the most pervasive activities in both the marketing academic literature and practice. In addition to being one of the major ways of operationalizing the marketing concept, marketing segmentation provides guidelines for a firm's marketing strategy and resource allocation among markets and products. Facing heterogeneous markets, a firm employing a market segmentation strategy can typically increase expected profitability as suggested by the classic price discrimination model which provides the major theoretical rationale for market segmentation (cf. Frank, Massey and Wind 1972).

Original languageEnglish (US)
Title of host publicationConjoint Measurement
Subtitle of host publicationMethods and Applications
PublisherSpringer Berlin Heidelberg
Number of pages25
ISBN (Print)9783540714033
StatePublished - 2007

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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