Target Market Selection

Gary L. Frazier ()

Chapter 2 in Marketing and Channel Management for Low Brand Equity Firms, 2026, pp 21-37 from Springer

Abstract: Abstract The firm must seek to thoroughly delight targeted customers in their purchase journeys, making target market selection a truly critical decision. Unfortunately, most companies try to serve far too many customers. After describing market segmentation and target market selection, the first marketing principle is advanced, which is firms with low brand equity must target narrow and precise groups of customers. This is by far the most important principle in the book.

Date: 2026
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DOI: 10.1007/978-3-032-19112-0_2

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