haku: @indexterm MARKET SEGMENTATION / yhteensä: 478
viite: 80 / 478
| Tekijä: | Greengrove, K. |
| Otsikko: | Needs-based segmentation: principles and practice |
| Lehti: | International Journal of Market Research
2002 : VOL. 44:4, p. 405-422 |
| Asiasana: | MARKETING MARKET SEGMENTATION ANALYTICAL REVIEW |
| Kieli: | eng |
| Tiivistelmä: | This paper presents the application of needs-based segmentation - market segmentation based on understanding how physicians use perceptions of patient needs to group patients and then use this understanding to make appropriate treatment decisions specific to each patient group. The need to include patient needs in market segmentation is taken into account by considering the consequences of not segmenting the market strategically. The approach is illustrated to show how valuable outputs are generated and how direction may be provided across the brand development process. The potential impact and application of this novel thinking within pharmaceutical companies is reviewed. |
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