haku: @author Tomczak, T. / yhteensä: 10
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| Tekijä: | Sausen, K. Tomczak, T. Herrmann, A. |
| Otsikko: | Development of a taxonomy of strategic market segmentation: a framework for bridging the implementation gap between normative segmentation and business practice |
| Lehti: | Journal of Strategic Marketing
2005 : SEP, VOL 13:3, p. 151-173 |
| Asiasana: | Market segmentation Marketing strategy |
| Kieli: | eng |
| Tiivistelmä: | Market segmentation (hereafter as: mrk-sgm.) belongs to the most established concepts in marketing. However, there are some shortfalls creating a gap btw. theory and practice. The concept of strategic segmentation (here as: str-sgm.) is specified as key in resolving these issues. It is shown that in any form of str-sgm., the following two questions need to be answered consistently: 1. What is the objective of performing mrk-sgm? 2. Which unit of analysis will be selected for the segmentation? Based on empirical findings, a taxonomy of four mrk-sgm. strategies is developed addressing these shortfalls. The findings show that segmentation can be induced from the customer as well as from the market, but most importantly, there has to be consistency btw. the objective and the unit of analysis of a market segmentation. |
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