The Logical Limitations of Target Marketing

Abstract

Smith's idea of segmentation has been steadily refined into Kotler's target marketing, and widely adopted by academics and practitioners. However, this approach has not been empirically justified, and is logically invalid in its simple forms. In this paper, a logically valid approach to target marketing is developed, and the conditions required for such an approach established. These conditions are found to be true far less often than suggested by proponents of target marketing. An alternative approach is then offered to guide marketing decisions when the requirements for target marketing cannot be met.

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