New Thoughts on Market Segmentation

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 7 in Marketing Revealed, 2008, pp 63-71 from Palgrave Macmillan

Abstract: Abstract This chapter discusses the key decision we make in marketing: our choice of customers. I show new ways of discovering, segmenting, defining, and qualifying markets and market segments. Earlier I argued that marketing’s job is to create great customers. Here I apply this idea to the question of segmentation. In particular, I suggest that we should decide first who should be our customers in order for us to prosper tomorrow. Then we figure out what those customers want, how they are different from other customers, and how we can capture and keep those customers.

Keywords: Market Segment; Market Segmentation; Marketing Manager; Loyal Customer; Good Customer (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23087-3_7

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DOI: 10.1057/9780230230873_7

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