... and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Segmentation Mobile instant...

... and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match...