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| Author: | Muhlbacher, H. Botschen, G. |
| Title: | Benefit-Segmentierung von Dienstleistungsmarkten (Benefit segmentation of service markets) |
| Journal: | Marketing
1990 : VOL. 12:3, p. 159-168 |
| Index terms: | MARKET SEGMENTATION SERVICE MARKETING |
| Language: | ger |
| Abstract: | Market segmentation is a very popular marketing method. Its meaning is to delineate homogeneous - as to their demand for product characteristics - consumer groups. The article presents the methods which can be used to segment the market of services. The example of tourism packages is used. Not only the methods themselves but their relative advantages and disadvantages too are dealt with. |
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