Abstract:
Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this paper is to challenge current thinking about segmentation and to offer alternatives. The author will show that value-based segmentation models will not be the answer to the declining value and predictability of segments. To the contrary, the simplification of these models may only make things worse. Collecting data from marketing experts, corporate research managers, scientists, media buyers, consultants and heads of research companies, the data provides a framework to understand when and under what conditions segmentation models can and can't work, and an insight into what is possible beyond segmentation.
This could also be of interest:
Research Papers
The problems of market segmentation
Catalogue: The European Marketing Research Review 1967
Authors: Jean Lignel, Andre Cadet
 
August 1, 1967
Research Papers
The myth of the percentage sample
Catalogue: The European Marketing Research Review 1970
Author: P. G. Moore
 
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Research Papers
The myth at the heart of the brand
Catalogue: Seminar 1996: The Big Brand Challenge
Author: Monty Alexander
 
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