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| Author: | Bertrand, K. |
| Title: | Market segmentation: harvesting the best |
| Journal: | Business Marketing
1988 : VOL. 73:10, p. 41,44,46,50 |
| Index terms: | |
| Freeterms: | MARKTSEGMENTIERUNG, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Marketing, some would say, doesn't exist without market segmentation. One of the first things any marketer does is pick groups of likely customers. And although the segmentation strategies of many business marketers aren't much more sophisticated than that, some of the larger industrial and high-tech firms are learning to identify and rank key markets. By crafting marketing strategies based on that segmentation data, they gain competitive advantage. |
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