Stop Segmenting Humans, Start Segmenting Moments!
Why Customer Segmentation Might Soon Be Seen as an Outdated Marketing Practice in a Digital World

Here are my recommendations for your next books and articles to read:

  1. Huber, N., Scheffer, D., Pérez-Cano, I. (2018), "MOMENTARY MOTIVATION IN CUSTOMER DECISION-MAKING AS POTENTIAL REPLACEMENT FOR TRADITIONAL CUSTOMER SEGMENTATION", in Nordblick, Nr. 6, June 2018, pp. 52-62;  https://www.nordakademie.de/fileadmin/downloads/Forschung/nordblick_ausgabe6/index.html#56