Znaczenie segmentacji nabywców dla skuteczności działań promocyjnych w handlu detalicznym
The importance of customer segmentation for the effectiveness of promotional activities in retail trade

Summary/Abstract: The paper discuses the issue of the use of market segmentation by retail companies. In particular, attention has been focused on the areas of application and the different segmentation criteria. The aim of the paper is to consider the use of segmentation to improve the effectiveness of promotional activities - on the basis of empirical research. It was assumed that the appropriate selection of segmentation criteria may provide a better assessment of the preferences of the buyers

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