European Journal of Marketing From segmentation to fragmentation: Markets and marketing strategy in the postmodern era A. Fuat Firat, Clifford J. Shultz II, Article information: To cite this document: A. Fuat Firat, Clifford J. Shultz II, (1997) "From segmentation to fragmentation: Markets and marketing strategy in the postmodern era", European Journal of Marketing, Vol. 31 Issue: 3/4, pp.183-207, https://doi.org/10.1108/ EUM0000000004321 Permanent link to this document: https://doi.org/10.1108/EUM0000000004321 Downloaded on: 12 October 2017, At: 09:09 (PT) References: this document contains references to 93 other documents. To copy this document:
[email protected] The fulltext of this document has been downloaded 25500 times since 2006* Users who downloaded this article also downloaded: (1997),"Ecotourism: a guide for marketers", European Business Review, Vol. 97 Iss 5 pp. 231-236 <a href="https:// doi.org/10.1108/09555349710179843">https://doi.org/10.1108/09555349710179843</a> (2000),"Conflict management strategies of principals in site-based managed schools", Journal of Educational Administration, Vol. 38 Iss 2 pp. 142-158 <a href="https://doi.org/10.1108/09578230010320109">https:// doi.org/10.1108/09578230010320109</a> Access to this document was granted through an Emerald subscription provided by emerald-srm:616458 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society.