TOWARD AN OPTIMAL MARKET TARGET: A STRATEGY FOR MARKET SEGMENTATION

Kevin J. Clancy · Mary Lou Roberts

16 citations0/0 files storedJournal of Consumer Marketing

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Customer churn and segmentation Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

There are few if any marketing concepts that have generated effort as voluminous and sustained as marketing segmentation. From the middle 1950's to the present, the topic has attracted both academicians and practitioners because of its inherent intellectual challenge and relevance to real world marketing decision making.

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1956Product Differentiation and Market Segmentation as Alternative Marketing Strategies 1978Issues and Advances in Segmentation Research 1968Benefit Segmentation: A Decision-Oriented Research Tool 1975Psychographics: A Critical Review 1977A new approach to market segmentation 1971Market Segmentation: A Strategic Management Tool 1978Some Practical Considerations in Market Segmentation 1978An Approach to Normative Segmentation

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