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- W1990888449 abstract "Market segmentation by service organizations was analyzed. Literature was surveyed to present the practical application of segmentation by communication agencies. Strategy of approaching the market, systematic identification of segments, systematic selection of target markets and management of client compatibility were investigated. Data were collected by an exploratory survey of a qualitative nature that included eight important agencies in Santa Catarina, Brazil. Results showed that most of these agencies adopted segmentation and selection of markets however they lacked a good structured systematic approach and sufficient effort in the implementation actions." @default.
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- W1990888449 date "2009-06-01" @default.
- W1990888449 modified "2023-09-24" @default.
- W1990888449 title "Segmentação de mercado no ramo de agências de comunicação" @default.
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- W1990888449 doi "https://doi.org/10.5700/issn.2177-8736.rege.2009.36672" @default.
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