Tobias Kesting und Carsten Rennhak r�cken den Stellenwert von Segmentierungen, das Vorgehen bei der Ent�wick�lung und Umsetzung von Segmentierungs�kon�zep�ten sowie die je�wei�ligen He�raus�forderungen, denen sich Unter�neh�men bei der Marktseg�men�tie�rung gegen��ber�sehen, in den Mittelpunkt ihrer Untersuchung.

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Tobias Kesting ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Thomas Baaken am Forschungs- und Entwicklungsschwerpunkt Science Marketing im Fachbereich Wirtschaft der Fachhochschule M�nster.

Prof. Dr. Carsten Rennhak ist Professor f�r Allgemeine Betriebswirtschaftslehre mit dem Schwerpunkt Marketing an der Hochschule Reutlingen.

Tobias Kesting ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Thomas Baaken am Forschungs- und Entwicklungsschwerpunkt Science Marketing im Fachbereich Wirtschaft der Fachhochschule Münster. Prof. Dr. Carsten Rennhak ist Professor für Allgemeine Betriebswirtschaftslehre mit dem Schwerpunkt Marketing an der Hochschule Reutlingen.

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