Target marketing and segmentation: valid and useful tools for marketing

Discusses Wright’s recent attack on targeting and segmentation theory. Proposes that, although Wright has some valid criticisms about specific applications of the concepts, targeting and segmentation are acceptable and defensible marketing strategies if properly designed. Gives some indications of possible methods for segmenting that may meet Wright’s criticisms.

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Year of publication:	1997
Authors:	Cahill, Dennis J.
Published in:	Management Decision. - MCB UP Ltd, ISSN 1758-6070, ZDB-ID 2023018-7. - Vol. 35.1997, 1, p. 10-13
Publisher:	MCB UP Ltd
Subject:	Market segmentation \| Target marketing

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Type of publication:	Article
Type of publication (narrower categories):	review
Language:	English
Other identifiers:	10.1108/00251749710160133 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014933791