Abstract:
In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until about ten years ago, segmentation research was based largely upon simple cross classification by demographic characteristics or purchase behaviour. During the 1960's, however, major research interest and emphasis has focussed upon new, more powerful, and hopefully more meaningful ways of partitioning markets based upon attitudes held by consumers.
This could also be of interest:
Research Papers
Market segmentation
Catalogue: The European Marketing Research Review 1970
Author: Jacques Durand
 
June 15, 1970
Research Papers
Industrial market segmentation
Catalogue: Seminar 1981: Industrial Marketing Research
Author: Laszlo Unger
Company: Givaudan
October 1, 1981
Research Papers
Relevance of segmentation for market planning
Catalogue: Seminar 1972: Segmentation And Typology
Author: Jagdish N. Sheth
 
June 15, 1972
