The field of strategic marketing has long been identified as fruitful ground for gaining competitive advantage. Ever since the market segmentation concept was introduced in the late sixties, research interest steadily increased, covering issues as e.g. which fundamental segmentation strategy is...

A simulation environment for exploring analytical tools and joint segmentation and brand positioning strategies is tailored to comply with the perceptions-based approach to market segmentation. The initial version contains a number of ad hoc segmentation strategies....